MARKETING AS A TOOL OF ANTI-CRISIS MANAGEMENT IN COMMERCIAL BANKS OF THE RA

Abstract

Marketing plays a key role in economic recovery during the crisis and post-crisis periods, as a link between business and customers. Both in organizations and in banks, marketing is used as an anti-crisis management tool, which future economists should be aware of. Marketing strategies are tools for increasing the market efficiency of commercial banks, which allow them to take a leading position in the banking system. In recent years, marketing has reached its peak of development, commercial banks fulfill their mission based on marketing strategies and goals. During the crisis and in the post-crisis period, banks need to rethink their marketing strategies in order to adapt to the conditions of an emerging market, but they should not cut marketing costs. The banks seeking to cut marketing costs to maintain profits may subsequently lose their positions and market share. In the course of the scientific article, was presented the Herfindahl-Hirschman index, was carried out linear regression, were tested Gauss-Markov conditions to determine the impact of marketing expenses on increasing the profitability of RA commercial banks. The data and approaches represented in the article are usable during the work with students.