Shipping marketing

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Marketing of shipping companies requires particular strategies and tactics that
traditional marketing books do not fully reflect. This book does not attempt to replace them. Instead, it intends to fit fully within a framework of internationally accepted marketing principles and develop these concepts in merchant shipping.

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Shipping marketing

  1. 1. Stamoulis Publications S.A.“Marketing of shipping companies is the science of business to business marketing, which helps the shipping enterprise establish an organised methodology in order the right people of the company (personnel and crew) to provide the appropriate sea transport services, with the proper (seaworthy and cargoworthy) vessel, to the appropriate clients (charterers – shippers), at the right place (port or geographical area), at the right moment of time, at the appropriate freight (or hire), with the suitable promotion”. the Institute Reco mmended by ipbrokers Sh of Chartered MARKETING OF SHIPPING COMPANIES A TOOL FOR IMPROVEMENT OF CHARTERING POLICY Marketing of shipping companies requires particular strategies and tactics that traditional marketing books do not fully reflect. This book does not attempt to replace them. Instead, it intends to fit fully within a framework of internationally accepted marketing principles and develop these concepts in merchant shipping. The 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.  Analyzing the role of marketing as a tool for improvement of chartering policy. This work is addressed to:  Shipping market practitioners whether or not they are directly engaged in marketing practice. For all of them - and particularly for those engaged in chartering and operation - marketing is likely to play a vital role in their careers.  Students with career interests in shipping industry and particularly in the fields of chartering, ship operation and management.  Students, who wish to become members of the Institute of Chartered Shipbrokers. The content of this publication has been exposed to the criticism of shipping market practitioners and shaped according to the comments of maritime academics. Every chapter presents carefully selected cases to illustrate shipping marketing strategies. Suggested references and extensive bibliography may inspire the reader for further research. ISBN: 978-960-351-730-6 Size: 17x24, Pages: 236 ABOUT THE AUTHOR Dr. Evi Plomaritou (eviplom@gmail.com) was awarded her PhD in “Marketing Strategy and CharteringPolicy of Shipping Companies” from the University of Piraeus (Greece). Currently, she is teaching in the fields of Shipping Marketing,Services Marketing and Chartering Practice at the University of Piraeus, at the Frederick University of Cyprus as well as at the EuropeanUniversity. She is also a visitor lecturer at various academic institutions in Greece and abroad. Moreover, Dr. Evi Plomaritou is workingfor the Institute of Chartered Shipbrokers (ICS) providing consulting and training services to shipping practitioners. In 2005, she wasactively involved with the foundation of the ICS Greek Branch. She is the author of the monograph titled “Marketing of Shipping Companies”(Stamoulis Publications, 2006, in Greek), the co-author of the book titled “Chartering” (2nd edition, Stamoulis Publications, 2006, in Greek)and the co-author of the book titled “Shipping Organizations Framework for Internal Assessment” (EBEN Publications, 2006, in English).She is a member of the Chartered Institute of Marketing (CIM), the International Association of Maritime Economists (IAME), the Women’sInternational Shipping and Trading Association Hellas (WISTA), the Hellenic Academy of Marketing (HELAM), the European Business EthicsNetwork (EBEN) and the Hellenic Chamber of Economics. ABOUT THE ICS A major provider of education and training, the Institute of Chartered Shipbrokers (www.ics.org.uk), setsand examines the syllabus for membership providing the shipping industry with highly qualified professionals. Today, ICS is an internationallyrecognised professional body, representing shipbrokers, ship managers and agents throughout the world. With 23 branches inkey shipping areas, 3,500 individuals and 120 company members, ICS membership represents a commitment to maintainingthe highest professional standards across the shipping industry. Founded in 1911, ICS was awarded its Royal Charter in 1920and a Supplemental Charter in 1984, enabling international membership. Every year over 1000 students worldwide sit theICS Professional Qualifying Examination. In addition, ICS runs a variety of courses targeted at everyone, from new entrantsto people already in the industry, who want to gain more specialised knowledge. Therefore, training courses for individualsand bespoke company packages are also organised by ICS. In this framework the ICS publishes and recommends shippingbusiness books, which meet the needs of market practitioners and of students by combining both theory and practice. STAMOULIS ATHENS: 2, Averof Str. 104 33, Greece, Tel.: +30 210 5238305, Fax: +30 210 5238959 P U B L I C A T I O N S
  2. 2. Marketing of Shipping Companies A Tool for Improvement of Chartering Policy Evi Plomaritou • CHAPTER 1 Marketing Strategies for Competitive Advantage -CONTENTS Characteristics of Sea Transport Services Differentiation & Positioning Characteristics of Sea Transport Services Marketing programs & action plans Intangibility Organization: 3rd stage of marketing implementation in shipping companies Perishability Implementation: 4th stage of marketing implementation Ownership in shipping companies Inseparability Control: 5th stage of marketing implementation Variability in shipping companies Adaptation Marketing Philosophies Marketing of Shipping Companies • CHAPTER 3 • CHAPTER 2 Marketing as a Tool for Improvement of Chartering Policy Implementation of Marketing in Shipping Companies Shipping Marketing and Customer Orientation Marketing Policies Charterer’s & Shipper’s Decision Process Procedure of Marketing Implementation Charterer’s & Shipper’s Buying Behavior in Shipping Companies Charterer’s and Shipper’s Chartering Policy Diagnosis: 1st stage of marketing implementation The chartering policy in the tramp market in shipping companies The chartering policy in the liner market Phase one: Marketing information system Shipowner’s Chartering Policy Internal file subsystem Marketing information subsystem • CHAPTER 4 Marketing research subsystem Marketing Strategies of the Leading Shipping Marketing decision support subsystem Companies in the World Phase two: Opportunities & threats analysis Empirical Research Methodology Phase three: Shipping market segmentation Marketing strategies of the largest tanker companies Phase four: Evaluation of market segments in the world Phase five: Choice of the target market How do they perceive the charterers’ requirements? Planning: 2nd stage of marketing implementation Which marketing philosophy do they adopt? in shipping companies Which marketing strategy do they apply? Phase one: Marketing objectives Marketing strategies of the largest liner operators Phase two: Situation analysis (SWOT analysis) in the world Phase three: Marketing strategies & programs How do they perceive the shippers’ requirements? Marketing strategies & shipping marketing mix Which marketing philosophy do they adopt? Which marketing strategy do they apply? OFFICES STAMOULIS ATHENS: 2, Averof Str. 104 33, Greece, Tel.: +30 210 5238305, Fax: +30 210 5238959 P U B L I C A T I O N S e-mail: info@stamoulis.gr - http://www.stamoulis.gr# ORDER FORM  By phone: +30 210 5238305  By FAX: +30 210 5238959 @ By e-mail: info@stamoulis.gr Please send me: Marketing of Shipping Companies 30.00 € Pieces .................. Total ........................... € DELIVERY ADDRESS Different shipping costs apply according to your postal address. Information will be provided on the total (Please fill in only if delivery address is different cost of your order prior to its dispatch. No transaction will take place without your approval. from the postal address) ORDER DETAILS FULL NAME*.. ....................................................................................................................................... STREET ........................................................................ COMPANY .................................................................................................. POSITION .................................................................... NUMBER ...................................................................... STREET* ............................................................NUMBER* ......... FLOOR* ............. AREA* ............... POSTCODE* ..................... CITY* ....................................................................................................... COUNTRY* ................................................................... FLOOR ......................................................................... TEL.: .................................................................. FAX: ............................ e-mail* .......................................................................... AREA ........................................................................... INVOICE ISSUANCE: OCCUPATION ......................................................................... V.A.T. NUMBER .......................................... POSTCODE . ................................................................ *MANDATORY FIELD PERSON IN CHARGE .................................................. PAYMENT METHOD CASH ON DELIVERY CREDIT CARD: VISA MASTERCARD TEL: ............................................................................. PAY PAL Please charge my credit card with the sum of ________________ €. .............../.............../............... DATE CARD NUMBER: CARDHOLDER’ S NAME ............................................................................................. EXPIRY DATE: / SIGNATURE

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