THE BATTLE OF MARATHON: SEGMENTING, TARGETING AND POSITIONING IN THE ANCIENT AND CONTEMPORARY GREECE

Christos Livas, George Gkiokas and Shumaila Yousafzai
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Christos Livas: Cardiff Business School, Cardiff University, Cardiff, UK. CF10-3EU, UK
George Gkiokas: Cardiff Business School, Cardiff University, Cardiff, UK. CF10-3EU, UK
Shumaila Yousafzai: Cardiff Business School, Cardiff University, Cardiff, UK. CF10-3EU, UK

Chapter 2 in Marketing and Management Sciences, 2010, pp 7-9 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThe objective of this study is to highlight the link between segmenting, targeting, and positing (STP) and profitability in the Greek banking sector and consequently prove that it is an essential marketing process forced by the evolution of the marketplace. The study also aims to understand if difference in bank's origin is linked to its marketing strategies.

Keywords: Management, Organizational Behavior, Marketing; Negotiation, Dynamic Models, International Business, Strategic Business, Human Resource, (search for similar items in EconPapers)
JEL-codes: O30 (search for similar items in EconPapers)
Date: 2010
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