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Information × Registration Number 0222U001975, 0121U113653 , R & D reports Title Development of a marketing strategy for digitalization in the financial services market popup.stage_title Head Rats Olga M., к.е.н. Registration Date 08-02-2022 Organization Simon Kuznets Kharkiv National University of Economics popup.description2  The purpose of the work is to improve the theoretical and methodological support for the development of the bank's marketing strategy in the financial services market in the context of digitalization. The object of research is the bank's strategic management system. The subject of research – theoretical provisions, methodological approaches, practical recommendations for improving the methods and technologies of developing a marketing strategy for digitalization in the financial services market. Research methods: theoretical generalization, analysis and synthesis, induction and deduction – to clarify the content of the concept of banking marketing in the digitalization of the economy, to determine approaches to forming a system of indicators to assess the level of digitalization of financial institutions in the market; to systematize the parameters of digitalization; method of static, dynamic and structural evaluation of indicators – to determine methods of analysis of indicators of digitalization of banks; method of normalization and integration by the method of arithmetic mean– to justify the methods of quantitative evaluation of indicators and their consolidation; graphical method – to interpret the characteristics of clusters of banks according to the level of competitiveness; cluster analysis – for the distribution of Ukrainian banks by complex indicators of the level of competitiveness by financial indicators and the level of digitalization; correlation-regression analysis – to determine the relationship between the creditworthiness of banks in terms of financial performance and the level of digitalization Product Description popup.authors Brusiltseva Yuliia D Kyrkach Svitlana M Lozynska Olha I Rats Olga M. popup.nrat_date 2022-03-09 Close