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METHODOLOGICAL FOUNDATIONS OF MARKETING ACTIVITIES IN THE BANKING SYSTEM

Author (s)

Rizozoda T.R., Kurbanova G.N.

Abstract

This article examines the methodological foundations for the organization and development of marketing activities in the banking system. The main approaches and tools of banking marketing aimed at increasing the competitiveness of banking services and ensuring effective interaction with clients are considered. Particular attention is paid to the analysis of methods for studying customer needs, segmentation of the banking services market, and the formation of marketing strategies. The role of modern information technologies and digital tools in improving the marketing activities of banks is also examined. Based on the conducted analysis, specific methods and approaches are proposed to assess the effectiveness of the marketing policy of banking institutions and to strengthen their positions in the financial market.

Keywords

banking marketing; banking system; marketing strategy; banking services; market segmentation; competitiveness; financial market

References

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