Original article Business Administration and Business Economics • Marketing • Accounting • Personnel Economics

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

Tsvetelina Nedyalkova-Shtereva - Economic Research Institute аt BAS
Received: 10 Jun 2022
Revised:
Published:
Downloads: 0
Citations: 0
Issue 3/2016
JEL M31 G21 M37
DOI https://doi.org/10.56497/etj1661304

Abstract

This is a study of the TV advertising budgets of the banks in Bulgaria, highlighting the specific features of the promotional policy, the set up 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.

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