University of agribusiness and rural development, UARD Jubilee International Scientific Conference

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Product and Price Banking Marketing Strategies - a Key in the Competitive Struggle Between Credit Institutions
Mariana Assenova

Last modified: 2018-02-12


The purpose of this paper is to present, synthesize and analyze product and pricing mix strategies in commercial banks. The theoretically presented strategies are applicable to adaptation in any credit institution, incl. in the Bulgarian practice. It is well known that competition in banks is predominantly based on product and credit. Therefore, good knowledge and implementation of these strategies is a priority in the competitive struggle.


banking strategies, marketing, competition, credit institutions.


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