Port Marketing Strategies and the Challenges of Maritime Globalization

Fernando González Laxe ()
Additional contact information
Fernando González Laxe: University of La Coruña

A chapter in Essays on Port Economics, 2010, pp 5-18 from Springer

Abstract: Abstract Ports use port marketing as a guideline to face the demands in view of more open and competitive markets; hence, port marketing is considered as a high-value tool in order to search and capture new markets and products. This chapter collects those elements that shape the market plans and, notably, the base concepts related to the strategic mission of a Port Authority. In order to do that, the existing indicators of the variables of the strategy are disaggregated: product, price, allocation criteria and promotion. At the same time, the different strategic plans are assessed. On the one hand, we classify the offensive positions, including those actions aimed at increasing the services in the markets, investing to improve the competitive positions, and investing to gain access to new markets. On the other hand, we include the defensive positions in the strategic plans, that is, those actions aimed at protecting the achieved position and discerning other strategies of disinvestment. Finally, the axes enabling to measure the potential of each Port Authority are included.

Keywords: Market Share; Marketing Strategy; Marketing Effort; Port Authority; Port Service (search for similar items in EconPapers)
Date: 2010
References: Add references at CitEc
Citations: View citations in EconPapers (2)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:conchp:978-3-7908-2425-4_2

Ordering information: This item can be ordered from
http://www.springer.com/9783790824254

DOI: 10.1007/978-3-7908-2425-4_2

Access Statistics for this chapter

More chapters in Contributions to Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().