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FORMULATION AND EVALUATION OF MARKETING BANK STRATEGIES

Mariana Georgieva Assenova
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Mariana Georgieva Assenova: Higher School of Agribusiness and Regional Development, Plovdiv

Economics and Management, 2018, vol. 14, issue 1, 148-155

Abstract: Banks use many and various strategies in their activities. These strategies can be both in the areas of strategic and operational management. The current article examines the strategies which banks apply on three levels when implementing market planning. It is important to differentiate between formulating and executing the strategies. Nowadays banks apply the so-called anti-crisis development strategy. It provides for a system of measures and preparation of a promising action plan in a changing environment in order to optimise the bank's operations.

Keywords: bank; bank marketing; banking strategies; marketing strategies (search for similar items in EconPapers)
JEL-codes: G21 (search for similar items in EconPapers)
Date: 2018
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