The Shipping Marketing Strategies within the Framework of Complexity Theory
Alexandros M. Goulielmos
University of Piraeus, Department of Maritime Studies, 80 Karaoli and Dimitriou, 18535 Piraeus, Greece
Evi Plomaritou *
Lecturer of Frederick University, Department of Maritime Studies 18, Mariou Agathagelou Str., Agios Georgios, Limassol 3080, Cyprus
*Author to whom correspondence should be addressed.
Abstract
This paper examined the shipping marketing strategies within the framework of complexity theory. Then using prevailing models in both services marketing and complexity theory, core elements like dynamic life cycle of products and industries, strategy, leadership, team-work as well as safety and security culture are presented. Shipping industry is in this paper contrasted and compared with other service industries for peculiarities that exist and make this industry unique for business-to-business marketing. Analysis is based on case studies of leading shipping companies of bulk and liner markets.
Keywords: Shipping marketing, chartering, leadership, shipping marketing mix, complexity theory, shipping marketing strategy, differentiation strategies, positioning strategies