The concept of an integrated approach in the organization of retail banking business

The article investigates the conceptual model of the retail banking business organization and the direction of its implementation in practice, taking into account the specifics of the client group. The study is based on the assessment of retail operations of a commercial bank in terms of credit and deposit activities. The article deals with the ratio of financial resources invested in marketing and advertising activities to promote retail banking products, and the bank’s profits. The article discusses new and more modern ways of promoting banking products, in particular, through the use of the Internet, social networks, as well as other methods of Internet marketing. The paper also presents current trends and tendencies, as well as possible future ways of development of not only banking marketing, but banking as such.