Reading: Strategic Marketing Approach in Container Shipping: Application of Ten S Model

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Strategic Marketing Approach in Container Shipping: Application of Ten S Model

Author:

Lalith Edirisinghe

CINEC, Millennium Drive, IT Park, Malabe, LK
About Lalith

Faculty of Management, Humanities and Social Sciences

College of Transportation Management, Dalian Maritime University, No. 1 Linghai Rd, Ganjingzi, Dalian, Liaoning, China

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Abstract

The application of strategic marketing theories is rather difficult due to the complexities in demand and supply factors in the shipping industry. Shipping is a derived demand of international trade. The supply of shipping also has its exclusiveness leading to very complicated outcomes. Given the fact that shipping has more services characteristics than that of a product the key fundamentals such as perishability, intangibility, non-separability, and heterogeneity make it further complicated. This paper attempts to systematically apply the Ten S marketing model because it is expected that the model could be applied in highly complicated marketing environments.
How to Cite: Edirisinghe L. Strategic Marketing Approach in Container Shipping: Application of Ten S Model. CINEC Academic Journal. 2017;2:96–104. DOI: http://doi.org/10.4038/caj.v2i0.63
Published on 30 Dec 2017.
Peer Reviewed

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