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Seaports in the New Economy: using services marketing strategies to increase cargo throughput in a hypercompetitive environment
Citation
Cahoon, SC and Hecker, R, Seaports in the New Economy: using services marketing strategies to increase cargo throughput in a hypercompetitive environment, IAME: Proceedings of the International Association of Maritime Economists, 23-25 June 2005, Cyprus, pp. 1-22. (2005) [Refereed Conference Paper]
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Copyright Statement
Copyright 2005 IAME
Official URL: http://www.iame2014.org/proceedings.html
Abstract
Managing a seaport in the New Economy is becoming more complex and challenging due to the many changes in the macroenvironment which are creating hypercompetition. Three approaches used by seaport management in attempts to overcome these challenges are examined – value-adding, co-opetition, and the use of technology to gain cost efficiencies. This paper argues, however, that these approaches are insufficient by themselves in a hypercompetitive environment. In particular, this paper highlights the benefits of seaports undertaking a services-based approach to marketing and of being market-oriented. In addition, a number of services marketing strategies are recommended using the expanded marketing mix as a foundation. To facilitate discussion of the services marketing strategies, the findings of a recent census of Australian seaports investigating their marketing strategies and activities are explained.
Item Details
Item Type: | Refereed Conference Paper |
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Keywords: | seaports, marketing, services marketing, hypercompetition, New Economy, strategy |
Research Division: | Commerce, Management, Tourism and Services |
Research Group: | Marketing |
Research Field: | Marketing not elsewhere classified |
Objective Division: | Transport |
Objective Group: | Other transport |
Objective Field: | Intermodal materials handling |
UTAS Author: | Cahoon, SC (Professor Stephen Cahoon) |
UTAS Author: | Hecker, R (Dr Rob Hecker) |
ID Code: | 38854 |
Year Published: | 2005 |
Deposited By: | Management |
Deposited On: | 2005-08-01 |
Last Modified: | 2014-10-09 |
Downloads: | 44 View Download Statistics |
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