RELATIONSHIP BETWEEN BANKS AND MARKETING POLICY
Abstract
This article examines the role and significance of marketing policy in banking activities, as well as its impact on strategic management, competitiveness, and customer -oriented development. The study analyzes key areas of bank marketing, including market a nalysis, customer segmentation, management of banking service portfolios, communication strategies, loyalty programs, and digital marketing tools. Particular attention is paid to the transformation of bank marketing policy in the context № 1 614 of digitalization and its strategic importance in creating customer value. The findings of the research contribute to the development of scientific and practical recommendations aimed at improving bank marketing policy and integrating it into the strategic management system.
Keywords
bank marketing, marketing policy, customer -oriented approach, competitiveness, digital marketing, banking services, strategic management
References
- Zeithaml V.A., Bitner M.J., Gremler D.D. Services Marketing: Integrating Customer Focus Across the Firm. – McGraw -Hill, 2018.
- Rust R.T., Lemon K.N., Zeithaml V.A. Driving Customer Equity. – Free Press,
- Sheth J.N., Sisodia R.S., Sharma A. The Antecedents and Consequences of Customer -Centric Marketing. Journal of the Academy of Marketing Science, 2000, Vol. 28(1), pp. 55 –66.
- Porter M.E. Competitive Advantage: Creating and Sustaining Superior Performance. – Free Press, 2008.
- Armstrong G., Kotler Ph. Marketing: An Introduction. – Pearson, 2021.
- Chaffey D., Ellis -Chadwick F. Digital Marketing. – 7th ed. – Pearson, 2019.
- Homburg C., Jozić D., Kuehnl C. Customer Experience Management. Journal of Marketing, 2017, Vol. 81(1), pp. 377 –401. № 1 2-SON DEKABR, 2025 -YIL ,