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Marketing the Lost Chain of Ports

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Eidani, W, Alahyari, E, Alimohammadi, N and Emad, R ORCID: 0000-0001-9784-5103 2017 , 'Marketing the Lost Chain of Ports', paper presented at the 19th International Marine Industries Conference (MIC2017), 11-12 December 2017, Kish Island, Iran.

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Abstract

The continuous growth in economic and industrial activities and increase in market demand have made the marinetransportation a fundamental requirement and the life blood of human society. throughout the history, transportation ofgoods by sea has played its role as the foundation of trade between nations across the globe. For this reason, portsconsidered to be the backbone economy and the main element in export and import of each country. The currentgrowing global competition has brought all the elements of the supply chain, especially ports, into play in economicsand commercial activities. The globalization and the highly competitive market fuelled competition between the world'smajor ports. Currently, almost all of the port community has recognized the importance of the role of marketing in portdevelopment and their management. Ports’ marketing includes activities related to market research and implementationof marketing principles. Through port marketing related activities, it is possible to analyse the market, set goals, andformulate strategies. Thereafter, in the implementation phase, appropriate marketing tools are needed to achieve thegoals set. This research has identified the marketing tools and factors affecting marketing for ports. Utilising the propermethods of marketing will increase the port’s traffic and promote the position of the port at the global market.

Item Type: Conference or Workshop Item (Paper)
Authors/Creators:Eidani, W and Alahyari, E and Alimohammadi, N and Emad, R
Keywords: marketing, marketing tool, ports, globalisation, competition
Journal or Publication Title: Proceedings of the 19th International Marine Industries Conference (MIC2017)
Publisher: Iranian Association of Naval architecture and Marine Engineering
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