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Scope, Specifications And Elements Of Strategic Marketing Planning In Banks

Author

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  • MARIANA ASSENOVA

    (Higher School of Agribusiness and Regional Development, Bulgaria)

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.

Suggested Citation

  • Mariana Assenova, 2018. "Scope, Specifications And Elements Of Strategic Marketing Planning In Banks," Entrepreneurship, Faculty of Economics, SOUTH-WEST UNIVERSITY "NEOFIT RILSKI", BLAGOEVGRAD, vol. 6(1), pages 34-48.
    • Handle: RePEc:neo:epjour:v:6:y:2018:i:1:p:34-48
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    Cited by:

    1. Savica Dimitrieska & Tanja Efremova, 2020. "The Flower Of Services And Its Efficiency In The Banking Sector," Entrepreneurship, Faculty of Economics, SOUTH-WEST UNIVERSITY "NEOFIT RILSKI", BLAGOEVGRAD, vol. 8(1), pages 109-118.

    More about this item

    Keywords

    bank; bank marketing; bank management; banking strategies; strategic bank planning; strategic marketing plan;
    All these keywords.

    JEL classification:

    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages

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