Ocean Cruise-Line Wars or Selling the Seas

  • Arthur Asa Berger


This chapter deals with the ocean cruise industry and with the competition between different cruise lines or brands. Cruises are increasingly popular and the different cruise companies are building new ships as fast as they can. There is a great deal of competition among ocean cruise lines for passengers and considerable market segmentation in the industry, which is very profitable. There is considerable brand migration in the industry as many people move to more upscale cruise lines over the years. The chapter offers a discussion of brand and price differentiation in the ocean cruise industry, which is developed by the way they advertise themselves and, more recently, in the way they design their ships. Some cruise lines charge $1000 for a ten-day cruise and others charge $8000 for a ten-day cruise on a luxury line.


Ocean cruises Cruise lines Brands Advertising Differentiation 


  1. Dickinson, Bob and Andy Vladimir. (1997). Selling the Sea: An Inside Look at the Cruise Industry. New York: John Wiley and sons.Google Scholar

Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Arthur Asa Berger
    • 1
  1. 1.Department of Broadcast and Electronic Communication ArtsSan Francisco State UniversitySan FranciscoUSA

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