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.
| Mualliflar | Boboxoʻjayeva Fotima Kaxramonovna |
|---|---|
| Jurnal | Marketing |
| Nashr sanasi | 2025-12-25 |
| Son | 12 |
| Til | O‘zbek |
| DOI | 10.67668/mj/2025iss12/202 |
DOI: 10.67668/mj/2025iss12/202 · Maqolaning asl sahifasi
bank marketing, marketing policy, customer -oriented approach, competitiveness, digital marketing, banking services, strategic management, банковский маркетинг, маркетинговая политика, клиентоориентированность, конкурентоспособность, цифровой маркетинг, банковские услуги, стратегическое управление, bank marketingi, marketing siyosati, mijozga yoʻnaltirilgan yondashuv, raqobatbardoshlik, raqamli marketing, bank xizmatlari, strategik boshqaruv
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