FORMATION OF THE CONCEPT OF STRATEGIC MARKETING IN BANKING

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In the modern market of banking services, the transformation of economic relations between the main economic entities is currently taking place. This process emphasizes the need to develop strategic marketing by banking institutions and implement new competitive strategies. The article is devoted to the current problem of finding an effective mechanism for forming a marketing strategy in modern banking institutions. The purpose of the article is to form a modern concept of strategic marketing in banking based on the study of the essence of strategic marketing and its features in the digitalization of the economy. The article investigates theoretical approaches to defining the essence of strategic marketing. The author examines the relationship between strategic and operational marketing in the bank's marketing system. This study aims to investigate the role of strategic marketing in the general system of banking marketing. Particular attention is given to the development of strategic marketing of the bank in the digital economy. The paper presents the key stages of the process of strategic marketing in the bank. The main factors such as macroeconomic factors, market factors, internal banking factors that influence the modern concept of strategic marketing in banking institutions are considered. Based on the generalization of scientific concepts and definitions, the author introduces the concept of strategic marketing in the bank to increase its efficiency and effectiveness in strengthening the competitive position of banking institutions, promoting banking services and products, attracting and retaining consumers of financial services. It distinguishes and describes the characteristic features of modern customer relationship management systems. It argues for the idea that the digitalization of the economy and rapid changes in the external environment are forcing banks to be customer-oriented, mobile, flexible and implement modern marketing strategies. It argues for the idea that the introduction of a comprehensive marketing system will help long-term increase the efficiency of the bank and ensure its stable competitive position in the market.