title: MULTICAN MARKETING AS AN INNOVATION TECHNOLOGY OF PROVIDING SERVICES IN THECONDITIONS OF GLOBALIZATION OF THE BANKING MARKET
abstract: General theoretical approaches to the content of the concept of multi-channel marketing have been generalized. It is proved that multi-channel marketing differs from multi-channel communications and is a modern and global technology of integration of all components of the marketing complex in the process of interaction with the consumer. It is substantiated that the level of possession of mobile devices in Ukraine and their penetration among the population creates a background for widespread usi
journal: Marketing and Management of Innovations