TY - THES A1 - Medvedeva, Olga T1 - What Marketing Strategies Are Used in the Shipping Industry? N2 - This work is dedicated to marketing strategies used in the shipping industry. During a collection of current data about the strategies of four maritime companies from Germany, Sweden, Russia and Turkey, an empirical study with a qualitative research method of one-on-one interviews was applied. The results of the work demonstrate an active use of both traditional and digital marketing strategies such as direct mail, printed media in a form of catalogues and magazines, telemarketing, trade shows, sales promotions, face-to-face communication, email marketing, website, SEM (Search Engine Marketing), SMM (Social Media Marketing), blogging and video marketing in all the interviewed enterprises. Brand creation is important in the shipping industry and is the main reason for an implementation of marketing strategies by maritime firms due to a great amount of advantages a strong brand brings. When measuring the effectiveness of the success of implied marketing strategies, non-financial metrics are more important for shipping firms than the financial ones due to their ability to measure some elements that are related to both a brand and a shipping enterprise such as market share, customer counts, take rate, churn rate, retention rate, customer satisfaction, occupancy of a shipping enterprise with orders, delivery time and variation order. KW - Business-to-Business Marketing KW - Brand creation KW - Marketing strategies KW - Shipping industry Y1 - 2021 UR - https://opus4.kobv.de/opus4-rhein-waal/frontdoor/index/index/docId/692 UR - https://nbn-resolving.org/urn:nbn:de:hbz:1383-opus4-6920 ER -