THE ROLE AND IMPORTANCE OF MODERN BANK MARKETING IN BANKING ACTIVITIES.
Keywords:
bank marketing, customer segmentation, digital marketing, banking services, competitiveness.Abstract
This thesis examines the essence, functions, and significance of modern bank marketing in the banking system from a scientific and theoretical perspective. The study analyzes the role of bank marketing in attracting customers, identifying their needs, and establishing long-term cooperative relationships. In addition, the paper highlights the development of bank marketing based on digital technologies and evaluates its effectiveness in modern banking activities.
Downloads
References
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Lovelock, C., & Wirtz, J. (2016). Services Marketing: People, Technology, Strategy (8th ed.). Pearson.
Meidan, A. (1996). Marketing Financial Services. Macmillan Press.
Ennew, C., Waite, N., & Waite, R. (2013). Financial Services Marketing: A Guide to Principles and Practice. Routledge.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus Across the Firm (7th ed.). McGraw-Hill Education.
OECD. (2020). Digital Disruption in Banking and its Impact on Competition. OECD Publishing.
Central Bank of the Republic of Uzbekistan. (2022). Annual Report. Tashkent.
World Bank. (2021). Banking Sector Development and Financial Stability. World Bank Publications.
