Σύνδεση του μάρκετινγκ με την επίτευξη καλύτερου οικονομικού αποτελέσματος: περίπτωση ελληνικών εισηγμένων ναυτιλιακών εταιριών
Καρακασνάκη, Μαρία Χ.
In the current and demanding business environment, the management teams of the shipping companies must integrate marketing methods in their daily operations to ensure long-term and profitable growth and to achieve competitive advantage. The fleet employment strategy, the establishment of close and long-term relationships with reliable clients, the provision of diverse quality services to them, the recognition and satisfaction of the desires of charterers to transport their cargo quickly and safely and the prevalence over the competition are issues that should concern the management teams of all companies. The use of marketing techniques by the shipping companies can contribute towards the achievement of the above goals, which is proven by the study of the shipping companies examined in this thesis. Shipping companies rely heavily on a few significant customers for a large part of their revenues, while their fleet employment strategy affects their financial results.