Year: 2025
Type: conference-paper
Abstract: Marketing is a crucial competitive technique for drawing in and keeping customers in the contemporary banking industry. Three significant Macedonian banks' marketing strategies are examined in this study, with an emphasis on branding, digital marketing, and other promotional initiatives. The study assesses how these tactics affect consumer happiness and loyalty using primary data, a review of the literature, SWOT analysis, and comparative analysis. According to the results, consumers strongly favour digital marketing, and brand loyalty is increased when conventional and modern strategies are combined. The study's overall findings emphasise the necessity for banks to modify their marketing plans in order to better serve their clientele
Institution: University American College Skopje
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W7204040089