We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
A PROPOSED APPLICATION OF THE MARKETING MIX CONCEPT TO TRAMP & LINER SHIPPING COMPANIES.
- Authors
Plomaritou, Evi I.
- Abstract
The concept of the marketing mix has attracted attention from both academics and managers and has been widely used in the marketing discipline. Despite the increasing literature being focused on services marketing in general, there is a lack of literature explaining the application of the marketing mix theory in shipping services. This paper presents the tools of the marketing mix of shipping companies active in merchant shipping. It argues that the marketing strategies are the means by which a company achieves its marketing objectives and are related to the tools of the marketing mix. An empirical research was carried out for the top 10 tanker shipping companies and for the top 10 liner operators of container ships in order to confirm that the companies understand the importance of marketing and apply improved marketing strategies. Some of the data, which were gathered in the above-mentioned research, are used in this presentation to exemplify the strategies related to the tools of the shipping marketing mix. The article concludes that the shipping company must organize its resources in such a manner as to be able to apply improved strategies of effective marketing in order to achieve a long-lasting and more effective commercial operation of its vessels.
- Subjects
MARKETING mix; SHIPPING companies; MARKETING research; MARKETING management; MARKETING strategy; MERCHANT ships; MARITIME shipping
- Publication
Management: Journal of Contemporary Management Issues, 2008, Vol 13, Issue 1, p59
- ISSN
1331-0194
- Publication type
Article