IDEAS home Printed from https://ideas.repec.org/a/bas/econth/y2016i3p103-119.html
   My bibliography  Save this article

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

Author

Listed:
  • Tsvetelina Nedialkova-Shtereva

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.

Suggested Citation

  • Tsvetelina Nedialkova-Shtereva, 2016. "Characteristic features in setting up the marketing mix, position and segments of the banking sector," Economic Thought journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 3, pages 103-119.
    • Handle: RePEc:bas:econth:y:2016:i:3:p:103-119
    as

    Download full text from publisher

    File URL: https://etj.iki.bas.bg/storage/app/uploads/public/62a/2e6/1da/62a2e61daa740286207934.pdf
    Download Restriction: Fee access (Bulgarian)
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bas:econth:y:2016:i:3:p:103-119. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Diana Dimitrova (email available below). General contact details of provider: https://edirc.repec.org/data/ikbasbg.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.