Factors affecting marketing strategy in maritime business
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Abstract (EN)
Developing a marketing strategy evolves in the main concept of rightful definition of the products or chain of events which leads to creation of the core value of a company together with the quality service to its customers with in the scope of global indicators that effect the shipping markets. Main subjects included in article are the analysis of the dynamics governing marketing strategy and influencing factors around it. Different marketing mix and strategies can be implemented when it comes to maritime transportation considering global impacts on economic performance indexes such as freight and oil markets. General overview on marketing tools such as funnel and swot analysis has been underlined as to be the fresh and convenient research areas.
Author
Duygu Dokanakoğlu
Institution
How to Cite
Duygu Dokanakoğlu (Master Thesis). Factors affecting marketing strategy in maritime business, 2023, Yeditepe University.
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