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Growth in the Financial Services Industry: The Role of Marketing

Xiaohang Bao

The financial services industry has undergone significant changes in recent years, with advancements in technology and changing consumer behavior playing a key role. Marketing has emerged as a crucial tool for companies in the financial services sector to drive growth and gain a competitive edge. This mini review explores the role of marketing in the growth of the financial services industry, examining the ways in which marketing strategies can be used to acquire, retain and grow customer relationships. Drawing upon a range of sources, including academic literature and industry reports, this review concludes that marketing has become an essential component of growth in the financial services industry, enabling companies to better understand customer needs and preferences, and to create differentiated offerings that drive customer loyalty and satisfaction.