Research
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
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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