Review article
A PROPOSED APPLICATION OF THE MARKETING MIX CONCEPT TO TRAMP & LINER SHIPPING COMPANIES
Evi I. Plomaritou
; University of Piraeus, Dept. of Maritime Studies
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.
Keywords
Hrčak ID:
25502
URI
Publication date:
2.6.2008.
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