KOREASCHOLAR

A MARKETING ANATOMY IN A LASTING RECESSION: THE CASE OF GREECE

Prokopis K. Theodoridis, George J. Avlonitis
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/315196
Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.1371-1376
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The purpose of this study is to explore marketers’ reaction towards the recession in terms of the applied marketing strategies, tactics and activities and the examination of the marketing budget formulation and its allocation in the context of Greece, where the economic recession is lasting more than six years.

Author
  • Prokopis K. Theodoridis(Theodoridis, University of Patras, Greece)
  • George J. Avlonitis(Athens University of Economics, Greece)