dc.contributor.author | Chege, Chris M | |
dc.date.accessioned | 2013-05-11T11:28:31Z | |
dc.date.available | 2013-05-11T11:28:31Z | |
dc.date.issued | 2001-09 | |
dc.identifier.uri | http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/22018 | |
dc.description.abstract | The recent trends of liberalization and globalization would entail that marketing strategy
the world over be almost similar. This study reveals that the marketing mix variables,
which are, the engine driving competitive tendencies are hardly exploited within the
shipping industry in Kenya. Marketing effort seems to lack much innovation and activity
seems restricted to the traditional 4 Ps of product marketing. The powerful Internet tools
have hardly been explored in spite of the level of computerization, which seem to have
been adopted only for the purpose of appearing to conform to global trends.
The foreign influence, the size of the client base and its basic international nature should
portray higher service levels in the shipping industry. Service delivery processes appear
to have stagnated over time and serious doubts are raised as to the relevance of the
shipping agent in the global network as lines continuously seek to increase their visibility in the local scene. | en |
dc.description.sponsorship | University of Nairobi | en |
dc.language.iso | en | en |
dc.subject | Marketing mix | en |
dc.subject | Shipping industry | en |
dc.subject | Kenya | en |
dc.subject | Globalization | en |
dc.subject | Global network | en |
dc.subject | Liberalization | en |
dc.title | The extent of usage of the marketing mix variables in the shipping industry in Kenya | en |
dc.type | Thesis | en |
local.publisher | School of Business, University of Nairobi | en |