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Marketing of Shipping Companies

Marketing of Shipping Companies

Plomaritou Paraskevi

€30,43 €27,39 (-10,00%)

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Publication date: 03 2008
ISBN: 9789603517306
Size: 17x24
Pages: 236
Product type: BOOK
Publisher: ΕΚΔΟΣΕΙΣ ΣΤΑΜΟΥΛΗ
Product Code: 2053
Cover type: PAPERBACK
Availability: IN STOCK

Short description

This book aims at providing a comprehensive text about what marketing of shipping companies means, presenting the stages of marketing implementation in shipping companies, describing the marketing policies and philosophies of shipping companies, presenting a comparative analysis of marketing implementation in the leading tanker and liner shipping companies in the world, analyzing the role of marketing as a tool for improvement of chartering policy.

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Table of contents>>

About the ICS 9
Preface of the Scientific Reviewer 11
Preface of the Author 13
Acknowledgments 17
List of Figures 23
List of Tables 27
Introduction 27

CHAPTER 1
Characteristics of Sea Transport Services
1.1 Characteristics of Sea Transport Services 33
1.1.1 Intangibility 34
1.1.2 Perishability 35
1.1.3 Ownership 36
1.1.4 Inseparability 36
1.1.5 Variability 37
1.1.6 Adaptation 38
1.2 Marketing of Shipping Companies 38

CHAPTER 2
Implementation of Marketing in Shipping Companies
2.1 Marketing Policies 43
2.2 Procedure of Marketing Implementation in Shipping Companies 45
2.2.1 Diagnosis: 1st stage of marketing implementation
in shipping companies 48
2.2.1.1 Phase one: Marketing information system 48
2.2.1.1.1 Internal file subsystem 50
2.2.1.1.2 Marketing information subsystem 52
2.2.1.1.3 Marketing research subsystem 57
2.2.1.1.4 Marketing decision support
subsystem 64
2.2.1.2 Phase two: Opportunities & threats analysis 67
2.2.1.3 Phase three: Shipping market segmentation 67
2.2.1.4 Phase four: Evaluation of market segments 71
2.2.1.5 Phase five: Choice of the target market 72
2.2.2 Planning: 2nd stage of marketing implementation
in shipping companies 76
2.2.2.1 Phase one: Marketing objectives 78
2.2.2.2 Phase two: Situation analysis (SWOT analysis) 78
2.2.2.3 Phase three: Marketing strategies & programs 80
2.2.2.3.1 Marketing strategies & shipping
marketing mix 80

2.2.2.3.2 Marketing Strategies for Competitive
Advantage -Differentiation &
Positioning 93
2.2.2.3.3 Marketing programs & action plans 95
2.2.3 Organization: 3rd stage of marketing implementation
in shipping companies 98
2.2.4 Implementation: 4th stage of marketing implementation
in shipping companies 99
2.2.5 Control: 5th stage of marketing implementation
in shipping companies 100
2.3 Marketing Philosophies 103

CHAPTER 3
Marketing as a Tool for Improvement of Chartering Policy
3.1 Shipping Marketing and Customer Orientation 113
3.2 Charterer's & Shipper's Decision Process 117
3.3 Charterer's & Shipper's Buying Behavior 119
3.4 Charterer's and Shipper's Chartering Policy 127
3.4.1 The chartering policy in the tramp market 127
3.4.2 The chartering policy in the liner market 134
3.5 Shipowner's Chartering Policy 139

CHAPTER 4
Marketing Strategies of the Leading Shipping Companies in the World
4.1 Empirical Research Methodology 153
4.1.1 Marketing strategies of the largest tanker companies
in the world 157
4.1.1.1 How do they perceive the charterers'
requirements? 158
4.1.1.2 Which marketing philosophy do they adopt? 158
4.1.1.3 Which marketing strategy do they apply? 159
4.1.2 Marketing strategies of the largest liner operators
in the world 162
4.1.2.1 How do they perceive the shippers'
requirements? 163
4.1.2.2 Which marketing philosophy do they adopt? 163
4.1.2.3 Which marketing strategy do they apply? 164

Appendix 1 171
Appendix 2 181
Glossary of Marketing and Shipping Terms 189
Bibliography 215
Internet Sites 235

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