IMPROVING MARKETING PRACTICES IN COMMERCIAL BANKS AND WAYS TO APPLY THEM
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Abstract
This study examines the opportunities for improving marketing activities in commercial banks and the ways these improvements can be effectively applied in practice. The research highlights the growing importance of customer-centered marketing strategies in enhancing competitiveness, expanding market share, and increasing financial stability. Key focus areas include the adoption of digital marketing tools, strengthening customer relationship management, and implementing data-driven decision-making. The study also analyzes the role of service quality and product diversification in meeting evolving customer expectations. Based on empirical and theoretical insights, the paper proposes practical recommendations for optimizing marketing processes, improving brand positioning, and increasing the overall efficiency of banking operations. The findings contribute to the development of a more strategic and innovation-oriented approach to marketing in commercial banks.
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References
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