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Formulation And Evaluation Of Marketing Bank Strategies

Author

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  • MARIANA GEORGIEVA ASSENOVA

    (Higher School of Agribusiness and Regional Development, Plovdiv)

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.

Suggested Citation

  • Mariana Georgieva Assenova, 2018. "Formulation And Evaluation Of Marketing Bank Strategies," Economics and Management, Faculty of Economics, SOUTH-WEST UNIVERSITY "NEOFIT RILSKI", BLAGOEVGRAD, vol. 14(1), pages 148-155.
    • Handle: RePEc:neo:journl:v:14:y:2018:i:1:p:148-155
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    Citations

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    Cited by:

    1. Dilyana Yaneva, 2020. "Definition And Characteristics Of Marketing Strategy," Economics and Management, Faculty of Economics, SOUTH-WEST UNIVERSITY "NEOFIT RILSKI", BLAGOEVGRAD, vol. 17(2), pages 111-116.

    More about this item

    Keywords

    bank; bank marketing; banking strategies; marketing strategies;
    All these keywords.

    JEL classification:

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

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