Chartering policy and marketing strategy

This chapter goes on analysing further the commercial management of ships. Marketing is introduced as the strategic tool which helps a shipping company improve its chartering policy. At first, factors affecting the chartering policy of charterers, shippers and shipowners in both bulk and liner shipping are discussed. This is followed by a comprehensive presentation of the marketing principles and how these may be applied to a shipping company. Finally, various shipping marketing strategies are illustrated through real-life case studies and commercial examples.