Improving The Efficiency Of Using Marketing Innovations In Commercial Banks

Abstract

The accelerating digitalization of financial services and the entry of agile fintech competitors have made marketing innovation a strategic priority for commercial banks, yet the efficiency of such innovations is rarely assessed in a systematic way. This paper examines how commercial banks can increase the efficiency of marketing innovations and identifies the conditions under which innovative marketing instruments translate into measurable economic and customer-related returns. The study adopts a conceptual-analytical design that combines a structured review of peer-reviewed literature on bank marketing and innovation efficiency with secondary statistical data from the banking sector of Uzbekistan.