International Marketing of Banking Services: Challenges and Opportunities of Global Expansion
Анотація
The article examines the key aspects of international marketing in the context of the global expansion of banking institutions. Particular attention is paid to the challenges faced by banks in the conditions of digitalization, globalization, and intensified international competition. The main stages of implementing marketing strategies aimed at integration into international markets and enhancing competitiveness are outlined. Using the example of Sense Bank, the study identifies prospects for applying innovative technologies, expanding the range of international services, and utilizing tools to attract customers. Recommendations are proposed to improve the efficiency of international marketing in the context of current global trends.
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