STRATEGIC MANAGEMENT OF ONLINE MARKETING ACTIVITIES IN BANK INDUSTRY

Abstract

The first part consists of the standard introductory part, which describes the problems of the subject of the research, the goals of the work and the methods used in the development of the work. The second part of the paper shows the basis of marketing of services. In this section, a marketing mix is explained in detail. Also, marketing strategy is especially emphasized through the basic activities of each strategic management, analysis, planning, implementation and control, as well as the part relating to market positioning in the context of the banking services market. The third part defines the marketing of social networks (Facebook, Instagram, Twitter, etc.), its advantages and disadvantages. The fourth part talks about the OTP bank itself, its emergence, its association with other banks and the main rules of procedure. The fifth part includes the conclusion, where positive and negative aspects of overall marketing are explained and the satisfaction of the users of OTP Bank, shown through public correspondence between the bank and users on social networks.