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Analysis of Banking Sector Company Social Media Presence from Positive Marketing Perspective

Student: Anton Bykov

Supervisor: Alexander Porshnev

Faculty: Faculty of Management

Educational Programme: Marketing (Master)

Year of Graduation: 2016

Appeared at the beginning of the XX century, marketing theory has become a determining factor in the successful development of Western society. However, criticism in the address of the marketing is also appeared at the same time leading to the statements: "Marketing - is manipulation", "advertising creates false needs". Criticism has been actively investigated, and the company began to focus not on the consumer but on the person, and also combined the pursuit of profitability with corporate responsibility. This has contributed to the emergence of pro-social marketing types; one of them is a positive marketing concept, which aims to create value for the company, consumers and society as a whole. However, there is a problem of lack of ready-made model for assessing the company's activities from the position of positive marketing. Such a model would allow an analysis of the company work and its marketing activities to modify or develop new marketing strategies. The aim of present research - to develop a model with evaluation of the company's performance in the banking sector from the position of a positive marketing theory. A number of tasks have completed to achieve this goal: 1. Studying and systematization of information on the positive marketing concepts; 2. Highlighting the aspects of criticism, which is subject to modern marketing; 3. Developing the model of evaluation the marketing activity of banking sector in social media, based on the concept of positive marketing 4. The evaluation of the certain company's presence in social media and the results interpretation The object of study of this work - the marketing strategy of a company, when the subject - bank's interaction with its customers in social media.

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