Стил на маркетингово управление на търговските банки в България
Marketing Management Style of Commercial Banks in Bulgaria

Author(s): Tzvetelina Borisova
Subject(s): Economy, National Economy, Business Economy / Management, Financial Markets, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Summary/Abstract: The banking sector today faces a highly competitive environment with an oversupply of services. In this context, enhancing the management of commercial banks becomes a critical aspect of their operations. Key areas for improvement include: aligning organizational and managerial structures with the market dynamics, optimizing management strategies and practices, expanding the information technology framework for management, and refining management styles and the social atmosphere within the institution. This research aims to examine the primary factors influencing marketing management within commercial banks, specifically in relation to the „Loans and leasing for agribusiness“ market segment in Bulgaria. The goal is to pinpoint the key factors that marketing managers integrate into their management approach and to understand how these factors impact the banks‘ presence in the targeted market segment. The study encompasses all 23 commercial banks operating in the country.

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