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Seaports in the New Economy: using services marketing strategies to increase cargo throughput in a hypercompetitive environment

conference contribution
posted on 2023-05-23, 03:29 authored by Stephen CahoonStephen Cahoon, Hecker, R
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.

History

Publication title

IAME: Proceedings of the International Association of Maritime Economists

Editors

P.M. Panayides

Pagination

1-22

Department/School

Australian Maritime College

Publisher

IAME

Place of publication

Cyprus

Event title

IAME: International Association of Maritime Economists Annual Conference

Event Venue

Cyprus

Date of Event (Start Date)

2005-06-23

Date of Event (End Date)

2005-06-25

Rights statement

Copyright 2005 IAME

Repository Status

  • Restricted

Socio-economic Objectives

Intermodal materials handling

Usage metrics

    University Of Tasmania

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