SCOPE, SPECIFICATIONS AND ELEMENTS OF STRATEGIC MARKETING PLANNING IN BANKS

Mariana Assenova
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Mariana Assenova: Higher School of Agribusiness and Regional Development, Bulgaria

Entrepreneurship, 2018, vol. 6, issue 1, 34-48

Abstract: Planning in banks can be seen at different levels. It may be related to the preparation of the institution's strategic development plan or the planning of the set of activities within the banks themselves. There has been a long discussion in the specialised literature on the scope, specificity and elements of the strategic planning. This article aims to synthesise the varied palette of opinions in this area and to distinguish between strategic, tactical and operational planning. Also, special attention is paid to the planning performed by the marketing department and the elements of this strategic marketing plan.

Keywords: bank; bank marketing; bank management; banking strategies; strategic bank planning; strategic marketing plan (search for similar items in EconPapers)
JEL-codes: G21 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:neo:epjour:v:6:y:2018:i:1:p:34-48

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