Developing Customer-Centric Marketing Strategies for Maritime Logistics
Larsen Barasa,
April Gunawan Malau,
Mauritz Halomoan Manontang Sibarani
et al.
Abstract:This research investigates the development of customer-centric marketing strategies for promoting tailored maritime logistics solutions in Indonesia. Through qualitative analysis of interviews and document analysis, key indicators such as customer understanding, tailored marketing messages, and customised service packages are examined. The findings reveal a mixed level of customer understanding among logistics providers, highlighting the need for improved segmentation and targeting strategies. While some provi… Show more
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