Banking Innovations: Marketing Support in the Financial Market of Ukraine

Abstract

The purpose of the article is to implement a comprehensive approach to assessing the relationship between marketing of banking innovations and financial stability of banking institutions, which under the influence of digital technology determine the innovative capabilities of the banking system, activating the innovation potential of the financial market. The leading method of research of this problem is the modeling of modified technologies that form a platform for the advancement of new banking products, considering determinants of influence on the development of modern marketing of bank innovations, allowing treating this problem as a process of purposeful transformation of the 4P marketing complex and its digitalization. The article presents a structural and functional model of the relationship between the priority areas of the “blue oceans” and the signs of evaluation of the marketing of banking innovations. An integrated assessment of the relationship between the innovation components of the marketing complex of banking innovations and the financial stability of banking institutions of Ukraine is made.