Introduction

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book presents the work of the University of Gdansk under the leadership of Professor Janusz Zurek who has long directed the work of the Institute in Sopot and has been prominent in developing the University’s international collaboration and reputation. It examines the role and importance of marketing generally in the seaports sector and then discusses in some detail the characteristics of a general approach to the process. The book deals with an application of a strategy to the Polish situation and discussion of some lessons for the immediate future. It provides an original analysis of the activities of two significant ancillary companies in the maritime sector - that of Polfracht and the Gdynia Maritime Agency - and the attempts being made by each to increase their marketing activity particularly focusing upon their strategic marketing initiatives and the organisational impacts.