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Transformation of Innovative Banking Marketing in the Context of Digitalization of the Banking Services Market

Year: 2025

Type: article

Abstract: This article examines the key aspects of the transformation of innovative banking marketing under the influence of the digitalization of the banking services market. The study analyzes the evolutionary changes in the marketing mix and provides a comparative characterization of traditional and innovative marketing approaches in the banking sector. Particular attention is given to identifying future directions for research regarding the necessity for banks to develop a consistent strategy for marketing banking innovations.

Source: Zenodo (CERN European Organization for Nuclear Research)

DOI: 10.5281/zenodo.15294126

Author: Gaidukovych D.

Language: English

Topic: Digital Transformation in Financial Services

Subfield: General Economics, Econometrics and Finance

Field: Economics, Econometrics and Finance

Domain: Social Sciences

SDG: Industry, innovation and infrastructure

Open Access status: green

OpenAlex ID: W6893301302

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