The evolution of shipping marketing implementation: a case study of Greek tanker companies, 2005-2025

Abstract This research examines the evolution of marketing implementation in Greek tanker companies from 2005 to 2025. The results show a fundamental development in shipping marketing orientation - from basic and limited marketing approach in 2005 to a more strategic and customer-oriented approach in 2025. Over the two decades, tanker companies progressively established and maintained distinct marketing departments, adopted enhanced marketing information systems, and applied improved marketing mix, differentiation and positioning strategies. Nowadays, digitalisation and sustainability play a significant role, with emphasis on online promotion, green initiatives, and corporate image. The implementation of marketing in the Greek tanker companies offers significant competitive advantages by improving customer orientation and service differentiation. It enables firms to better understand market trends and charterers’ needs, thereby improving strategic decision-making and long-term client relationships. Through effective promotion and corporate communication, marketing strengthens brand image and fosters sustainable growth. Ultimately, it transforms the shipping company from a purely operational entity into a strategically managed, market-oriented organisation. Overall, Greek tanker companies have become proactive, recognising that marketing is an essential tool for improving chartering policy, strengthening competitiveness, building long-term relationships with customers, achieving optimisation of fleet employment and enhancing commercial success.