DIAGNOSTICS OF MARKETING CONCEPTS OF COMMERCIAL BANKS IN PROVIDING LOANS TO AGRICULTURAL SECTOR OF KOSOVO
The purpose of this study is to analyze the key factors in marketing concepts applied by commercial banks in servicing its market segment "Loans and leasing for agribusiness" in Kosovo. Through analysis aims at identifying the critical factors that banks incorporated within the selected marketing concept and how these factors influence the market presence of commercial banks in the research market segment. The research involves 10 leading commercial banks in the banking sector of Kosovo. In
... r of Kosovo. In these economic structures are analyzed the following success factors for marketing concept: systematic application of marketing activities within the selected marketing concept; leadership in implementing the marketing concept; budgeting marketing concept. The main methods of collecting information necessary for the purposes of the questionnaire survey method and in-depth interview. Another important source of information audit reports of commercial banks. The commercial banks need to invest more in online advertising and the creation of products that successfully compete looming "threat" from new players. This means investing in the creation of the marketing information systems, the construction of "big data" sets and using innovative Internet solutions to create and implement marketing concepts offering products at minimal cost to the customer.