Abstract
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.
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Schedule a callMore From: Proceedings of the Institution of Mechanical Engineers, Part M: Journal of Engineering for the Maritime Environment
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