THE IMPORTANCE OF BANKING MARKETING IN PATCHING THE COMPETITIVENESS OF BANKS (PUBLIC AND PRIVATE SECTOR)

Abstract

Summary: Banking marketing is one of the areas that has recently witnessed an increasing interest on the part of academics and practitioners alike, due to many factors that have contributed to increasing the degree of sensitivity of banks to the markets in which they operate and in the diversity of approaches they pursue in serving their customers to achieve a position Competitive advantage in these markets. The basic view on the banking sector is that it is one of the main pillars in any economy, and this is through its effective contribution to financing it and the attempt to achieve optimal utilization of financial resources. Patterns of banking work, as banks worked to modernize their services by taking advantage of the latest developments, as new forms of transactions related to the economy and information emerged and developed that contributed to changing the features of services through the emergence of n ew and otherforms with different or more sophisticated features. The banking arena has many transformations and new trends, the most important of which is the trend towards the emergence of new forms of banking. This study aims to highlight the impact of bankmarketing in raising the competitiveness of banks in general in terms of the most important influencing factors and the advantages in that bank marketing, bank customer, bank marketing.