TIJORAT BANKLARIDA MARKETINGNI RIVOJLANTIRISH

Аннотация

This article comprehensively studies the essence, importance and development directions of marketing activities, which are an integral part of the modern banking system. In the conditions of fierce competition in the banking sector, the role of marketing in the sustainable operation of commercial banks, increasing the number of customers, ensuring their loyalty and improving the quality of financial services is incomparable. Especially in today's era of rapid development of digital technologies, the introduction of innovative and digital marketing tools, along with traditional marketing approaches, is becoming a strategic necessity for commercial banks. The article analyzes the main areas of bank marketing - market segmentation, customer relationship management, organization of advertising and PR activities, formation of pricing and service policies, and service systems on digital platforms. It also examines in detail the current problems encountered in bank marketing, including insufficient development of marketing strategies, a weak system for in-depth study of customer needs, and limited use of digital marketing tools. The proposals and recommendations put forward based on the experience of foreign countries serve as an important practical basis for improving the marketing policy of commercial banks in Uzbekistan. 3 10 International scientific journal ISSN: 2181-3906 «MODERN SCIENCE АND RESEARCH» 2025 VOLUME 4 / ISSUE 5 / UIF:8.2 / MODERNSCIENCE.UZ Keywords: bank marketing, commercial bank, digital marketing, customer needs, innovative services, marketing strategy in a competitive environment, quality of financial services.