Journal of Innovation in Science, Engineering and Technology
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.
Recommended Citation
Edirisinghe, Lalith
(2017)
"Strategic Marketing Approach in Container Shipping: Application of Ten S Model,"
Journal of Innovation in Science, Engineering and Technology: Vol. 2:
Iss.
1, Article 11.
DOI: 10.4038/caj.v2i0.63
Available at:
https://jiset.cinec.edu/journal/vol2/iss1/11
Pages
96-104
