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The Battle Of Marathon: Segmenting, Targeting And Positioning In The Ancient And Contemporary Greece

In: Marketing And Management Sciences

Author

Listed:
  • 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)

Abstract

The 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.

Suggested Citation

  • Christos Livas & George Gkiokas & Shumaila Yousafzai, 2010. "The Battle Of Marathon: Segmenting, Targeting And Positioning In The Ancient And Contemporary Greece," World Scientific Book Chapters, in: Damianos P Sakas & Nikolaos Konstantopoulos (ed.), Marketing And Management Sciences, chapter 2, pages 7-9, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9781848165106_0002
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    More about this item

    Keywords

    Management; Organizational Behavior; Marketing; Negotiation; Dynamic Models; International Business; Strategic Business; Human Resource;
    All these keywords.

    JEL classification:

    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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