Abstract:
The differences between the uses of marketing tools by financial institutions from purely economic ones are
given. The challenges of the war for the financial sector of Ukraine as a whole are assessed. The
marketing activity of the leading Ukrainian bank of Ukraine t PrivatBank are analyzed. The
practical activity of this bank proves the need for continuous improvement of marketing
communications with customers. In order to improve communications between a commercial
bank and consumers of its services, a PEST analysis and SNW analysis were conducted.
Marketing communications, brand, image and development of the researched enterprise need
significant improvement. The results of our study will be useful to all who study the problematic
issues of effective use of marketing tools and communications of independent commercial
enterprises in working with consumers, users and customers in difficult socio-economic
conditions. The results of our study will be useful to all who study the problematic issues of
effective use of marketing tools and communications of independent commercial enterprises in
working with consumers, users and customers in difficult socio-economic conditions.
