Marketing in the Investment Banking Market: Conceptual Foundations, Evolution, and Current Trends

Abstract

Under the influence of radical changes taking place in the markets and the global environment, the marketing concept undergoes further development - the marketing object is being transformed, its new types and forms arise, and the constant development of information and communication technologies creates new opportunities for improving all aspects of marketing activities. Marketing is becoming increasingly important in investment banking, and the features of this area determine the specifics of marketing activities in this market. At the same time, the analysis of literary sources shows that scientists and practitioners pay insufficient attention to marketing investment banking services. All this determines the relevance of scientific research in this area.

The purpose of this article is to analyze existing scientific approaches to understanding the essence of financial marketing and its subcategories, to study the conceptual foundations and features of marketing activities in the field of investment banking, to determine the role of marketing in ensuring the competitiveness of investment companies at the global and national levels in the context of evolutionary and innovative trends in the development of investment banking.

As a result of the conducted research, it was determined that in scientific literature, both in Ukraine and at the world level, there are almost no publications on the marketing of investment banking services. Analysis of approaches to understanding the essence of marketing of monetary services and banking marketing, their features and conceptual foundations, existing views on the specifics of investment banking services, and factors influencing this area of activity allowed us to identify the features of marketing of investment banking services and offer the author's definition.

It was concluded that in the conditions of positive development of the global market of investment banking services, increased competition in this area, the importance of marketing as a determinant of the competitiveness of investment companies will grow. Further research is required to determine the features and methodological principles of strategic management of marketing activities in the market of investment banking services.