Characteristic features in setting up the marketing mix, position and segments of the banking sector

Tsvetelina Nedialkova-Shtereva

Economic Thought journal, 2016, issue 3, 103-119

Abstract: This is a study of the TV advertising budgets of the banks in Bulgaria, highlighting the specific features of the promotional policy, the setup of the marketing mix, the position and the segments of the banking sector in Bulgaria. The results in groups of products - consumer credits, mortgage loans, deposits, cards and loans for small and medium enterprises are discussed here. The period between 2009 to 2012 is covered. The thesis is proven that in case of good planning management of TRP points the same result can be achieved with a smaller advertising budget.

JEL-codes: G21 M31 M37 (search for similar items in EconPapers)
Date: 2016
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://etj.iki.bas.bg/storage/app/uploads/public/ ... 1daa740286207934.pdf
Fee access (Bulgarian)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bas:econth:y:2016:i:3:p:103-119

Access Statistics for this article

More articles in Economic Thought journal from Bulgarian Academy of Sciences - Economic Research Institute Contact information at EDIRC.
Bibliographic data for series maintained by Diana Dimitrova ().