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A PROPOSED APPLICATION OF THE MARKETING MIX CONCEPT TO TRAMP & LINER SHIPPING COMPANIES

Evi I. Plomaritou ; University of Piraeus, Dept. of Maritime Studies

Puni tekst: engleski, pdf (95 KB) str. 59-71 preuzimanja: 7.041* citiraj
APA 6th Edition
Plomaritou, E.I. (2008). A PROPOSED APPLICATION OF THE MARKETING MIX CONCEPT TO TRAMP & LINER SHIPPING COMPANIES. Management, 13 (1), 59-71. Preuzeto s https://hrcak.srce.hr/25502
MLA 8th Edition
Plomaritou, Evi I.. "A PROPOSED APPLICATION OF THE MARKETING MIX CONCEPT TO TRAMP & LINER SHIPPING COMPANIES." Management, vol. 13, br. 1, 2008, str. 59-71. https://hrcak.srce.hr/25502. Citirano 15.12.2019.
Chicago 17th Edition
Plomaritou, Evi I.. "A PROPOSED APPLICATION OF THE MARKETING MIX CONCEPT TO TRAMP & LINER SHIPPING COMPANIES." Management 13, br. 1 (2008): 59-71. https://hrcak.srce.hr/25502
Harvard
Plomaritou, E.I. (2008). 'A PROPOSED APPLICATION OF THE MARKETING MIX CONCEPT TO TRAMP & LINER SHIPPING COMPANIES', Management, 13(1), str. 59-71. Preuzeto s: https://hrcak.srce.hr/25502 (Datum pristupa: 15.12.2019.)
Vancouver
Plomaritou EI. A PROPOSED APPLICATION OF THE MARKETING MIX CONCEPT TO TRAMP & LINER SHIPPING COMPANIES. Management [Internet]. 2008 [pristupljeno 15.12.2019.];13(1):59-71. Dostupno na: https://hrcak.srce.hr/25502
IEEE
E.I. Plomaritou, "A PROPOSED APPLICATION OF THE MARKETING MIX CONCEPT TO TRAMP & LINER SHIPPING COMPANIES", Management, vol.13, br. 1, str. 59-71, 2008. [Online]. Dostupno na: https://hrcak.srce.hr/25502. [Citirano: 15.12.2019.]

Sažetak
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.

Hrčak ID: 25502

URI
https://hrcak.srce.hr/25502

Posjeta: 7.629 *