Marketing of shipping companies requires particular strategies and tactics that traditional marketing books do not fully reflect. This book does not attempt to replace them. Instead, it intends to fit fully within a framework of internationally accepted marketing principles and develop these concepts in merchant shipping.

1. Stamoulis Publications S.A.
“Marketing of shipping companies is the science of business to business marketing, which helps the shipping enterprise establish
an organised methodology in order the right people of the company (personnel and crew) to provide the appropriate sea transport
services, with the proper (seaworthy and cargoworthy) vessel, to the appropriate clients (charterers – shippers), at the right place
(port or geographical area), at the right moment of time, at the appropriate freight (or hire), with the suitable promotion”.
the Institute
Reco mmended by ipbrokers
Sh
of Chartered
MARKETING OF SHIPPING COMPANIES
A TOOL FOR IMPROVEMENT OF CHARTERING POLICY
Marketing of shipping companies requires particular strategies and tactics that
traditional marketing books do not fully reflect. This book does not attempt to replace
them. Instead, it intends to fit fully within a framework of internationally accepted
marketing principles and develop these concepts in merchant shipping.
The book aims at:
 Providing a comprehensive text about what marketing of shipping companies
means.
 Presenting the stages of marketing implementation in shipping companies.
 Describing the marketing policies and philosophies of shipping companies.
 Presenting a comparative analysis of marketing implementation in the leading
tanker and liner shipping companies.
 Analyzing the role of marketing as a tool for improvement of chartering policy.
This work is addressed to:
 Shipping market practitioners whether or not they are directly engaged in
marketing practice. For all of them - and particularly for those engaged in
chartering and operation - marketing is likely to play a vital role in their careers.
 Students with career interests in shipping industry and particularly in the
fields of chartering, ship operation and management.
 Students, who wish to become members of the Institute of Chartered
Shipbrokers.
The content of this publication has been exposed to the criticism of shipping market
practitioners and shaped according to the comments of maritime academics.
Every chapter presents carefully selected cases to illustrate shipping marketing
strategies. Suggested references and extensive bibliography may inspire the reader
for further research.
ISBN: 978-960-351-730-6
Size: 17x24, Pages: 236
ABOUT THE AUTHOR Dr. Evi Plomaritou (eviplom@gmail.com) was awarded her PhD in “Marketing Strategy and Chartering
Policy of Shipping Companies” from the University of Piraeus (Greece). Currently, she is teaching in the fields of Shipping Marketing,
Services Marketing and Chartering Practice at the University of Piraeus, at the Frederick University of Cyprus as well as at the European
University. She is also a visitor lecturer at various academic institutions in Greece and abroad. Moreover, Dr. Evi Plomaritou is working
for the Institute of Chartered Shipbrokers (ICS) providing consulting and training services to shipping practitioners. In 2005, she was
actively involved with the foundation of the ICS Greek Branch. She is the author of the monograph titled “Marketing of Shipping Companies”
(Stamoulis Publications, 2006, in Greek), the co-author of the book titled “Chartering” (2nd edition, Stamoulis Publications, 2006, in Greek)
and the co-author of the book titled “Shipping Organizations Framework for Internal Assessment” (EBEN Publications, 2006, in English).
She is a member of the Chartered Institute of Marketing (CIM), the International Association of Maritime Economists (IAME), the Women’s
International Shipping and Trading Association Hellas (WISTA), the Hellenic Academy of Marketing (HELAM), the European Business Ethics
Network (EBEN) and the Hellenic Chamber of Economics.
ABOUT THE ICS A major provider of education and training, the Institute of Chartered Shipbrokers (www.ics.org.uk), sets
and examines the syllabus for membership providing the shipping industry with highly qualified professionals. Today, ICS is an internationally
recognised professional body, representing shipbrokers, ship managers and agents throughout the world. With 23 branches in
key shipping areas, 3,500 individuals and 120 company members, ICS membership represents a commitment to maintaining
the highest professional standards across the shipping industry. Founded in 1911, ICS was awarded its Royal Charter in 1920
and a Supplemental Charter in 1984, enabling international membership. Every year over 1000 students worldwide sit the
ICS Professional Qualifying Examination. In addition, ICS runs a variety of courses targeted at everyone, from new entrants
to people already in the industry, who want to gain more specialised knowledge. Therefore, training courses for individuals
and bespoke company packages are also organised by ICS. In this framework the ICS publishes and recommends shipping
business books, which meet the needs of market practitioners and of students by combining both theory and practice.
STAMOULIS ATHENS: 2, Averof Str. 104 33, Greece, Tel.: +30 210 5238305, Fax: +30 210 5238959
P U B L I C A T I O N S

2. Marketing of Shipping Companies
A Tool for Improvement of Chartering Policy
Evi Plomaritou
• CHAPTER 1 Marketing Strategies for Competitive Advantage -
CONTENTS
Characteristics of Sea Transport Services Differentiation & Positioning
Characteristics of Sea Transport Services Marketing programs & action plans
Intangibility Organization: 3rd stage of marketing implementation
in shipping companies
Perishability
Implementation: 4th stage of marketing implementation
Ownership
in shipping companies
Inseparability
Control: 5th stage of marketing implementation
Variability in shipping companies
Adaptation Marketing Philosophies
Marketing of Shipping Companies
• CHAPTER 3
• CHAPTER 2 Marketing as a Tool for Improvement of Chartering Policy
Implementation of Marketing in Shipping Companies Shipping Marketing and Customer Orientation
Marketing Policies Charterer’s & Shipper’s Decision Process
Procedure of Marketing Implementation Charterer’s & Shipper’s Buying Behavior
in Shipping Companies
Charterer’s and Shipper’s Chartering Policy
Diagnosis: 1st stage of marketing implementation
The chartering policy in the tramp market
in shipping companies
The chartering policy in the liner market
Phase one: Marketing information system
Shipowner’s Chartering Policy
Internal file subsystem
Marketing information subsystem • CHAPTER 4
Marketing research subsystem Marketing Strategies of the Leading Shipping
Marketing decision support subsystem Companies in the World
Phase two: Opportunities & threats analysis Empirical Research Methodology
Phase three: Shipping market segmentation Marketing strategies of the largest tanker companies
Phase four: Evaluation of market segments in the world
Phase five: Choice of the target market How do they perceive the charterers’ requirements?
Planning: 2nd stage of marketing implementation Which marketing philosophy do they adopt?
in shipping companies Which marketing strategy do they apply?
Phase one: Marketing objectives Marketing strategies of the largest liner operators
Phase two: Situation analysis (SWOT analysis) in the world
Phase three: Marketing strategies & programs How do they perceive the shippers’ requirements?
Marketing strategies & shipping marketing mix Which marketing philosophy do they adopt?
Which marketing strategy do they apply?
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