Can the six dimensions of Marketing Promotion enhance performance in the international shipbuilding industry?

Autor:	Carlos Mascaraque-Ramírez, Lorena Para-González
Rok vydání:	2021
Předmět:	business.industry Mechanical Engineering media_common.quotation_subject 05 social sciences Ocean Engineering Marketing mix Shipbuilding Promotion (rank) 0502 economics and business 050211 marketing Marketing business 050203 business & management media_common
Zdroj:	Proceedings of the Institution of Mechanical Engineers, Part M: Journal of Engineering for the Maritime Environment. 236:245-256
ISSN:	2041-3084 1475-0902
Popis:	The objective of this research is to analyse the degree of implementation of the six dimensions of Marketing Promotion in shipbuilding sector and the relationship between this degree and performance. The combined analysis of all Marketing Promotion dimensions identifies an improvement in performance of the companies that have made the greatest effort in terms of Promotion, being this influence mainly notable among Asian competitors. The specific study of each dimension detects similar efforts conducted by shipyards in terms of Personal sale, Sales promotion and Sponsorship, while it reveals differences in the use of Advertising, Public Relations and Direct Marketing techniques.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::59ddbcab12d08bb858981ea6f47bddc7 https://doi.org/10.1177/14750902211003004 Zobrazit plný text záznamu