The role of marketing and branding in the banking sector
This article discusses the importance of marketing and branding in the banking sector. The main goal of this article is to show that marketing in the banking sector can influence the bank’s success, that is, profitability One of the key tasks of modern banks is to find ways and means to create a sustainable competitive advantage in increasingly densely competing financial markets. The role of marketing in this task plays one of the most significant, especially in the field of quality of banking services. Quality is achieved by targeting customers and providing them with a special approach. Marketing in the financial sphere has developed quite slowly This lag is compensated by a personal approach to clients. The use of information technology facilitated this work, for example, the creation of a database that included some important personal dates in the lives of customers, which contributed to private attention to the consumer.