Особености в изграждането на маркетинг микса, позиционирането и сегментирането в банковия сектор
Characteristic features in setting up the marketing mix, position and segments of the banking sector

Summary/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.

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