Brand positioning through banking services' offer: Serbian perspective

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Novčić Branka ; Damnjanović Vesna ; Filipović Vinka (2012)
  • Publisher: Srpsko udruženje za marketing
  • Journal: Marketing (Beograd. 1991) (issn: 0354-3471, eissn: 2334-8364)
  • Related identifiers: doi: 10.5937/markt1202121N
  • Subject: brand | offer | banking services | Serbia | Marketing. Distribution of products | HF5410-5417.5

The subject of this paper relates to the determination of interdependent relationship of the key elements necessary for the positioning of brands in the banking market in Serbia. The main goal of this paper is to analyze the way in which managers of banks in Serbia perc... View more
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