Theoretical approaches to considering the essence of bank marketing

In the article, the author presents a comprehensive study of the evolution of bank marketing, reveals the main stages of its formation and transformation in the context of changes in the market environment, the growing role of customer-oriented strategies, and the digital transformation of the financial sector. It is found that the development of bank marketing was accompanied by the transition from a product-oriented to a customer-oriented approach, which led to the deepening of the functional content of the marketing activities of banking institutions. It has been found that at the present stage, bank marketing not only performs the functions of promoting financial services, but also acquires the role of a systemic strategic management tool that contributes to the formation of long-term customer loyalty, strengthening confidence in the banking system, and increasing the bank's competitiveness. 'Particular attention is paid to the analysis of the evolution of the conceptual model of the marketing mix from the classical 4P concept proposed by the English economist J. McCarthy to the extended 8P model, which reflects the need to take into account intangible factors in the service sector. The inclusion of such elements as people, process, physical evidence, and perceptual psychology in the marketing mix ensures the integrity, adaptability, and relevance of the marketing strategy in the face of increasing competition and changing consumer expectations. The use of the 8Ps model in the banking sector contributes to the formation of a systematic approach to the development of effective marketing strategies aimed at increasing customer satisfaction, developing long-term relationships, and ensuring the sustainable operation of banking institutions.