Analysis of publication activity on the digitalization of banking marketing

Abstract

The bank marketing digitalization is a highly relevant topic of scientific research today. An increasing number of researchers are paying considerable attention to the impact of digitalisation on both bank marketing and the bank’s customer as the main element of this sector’s activities. In addition, given the current trends, we can assume that in the coming periods, interest in the topic will remain at a high level. In today’s dynamic and rapidly changing world, it is especially appropriate to study the practical aspects of new strategies, methods and tools of bank marketing that emerge under the influence of digitalization.