This paper discusses the theme of shipping marketing with an emphasis on cruise shipping. In an age of globalization, increasing competition and advanced technologies customers have become more aware and demanding of the service and products they want, which has created the need to create an effective marketing strategy. The purpose of this paper is to point out the importance of existence marketing strategy of a shipping company in order for the company to survive, grow, develop, achive profitability and take advantage of commercial opportunities in the market. For the maximum success of the company, it is necessary to perform a quality analysis and forecast of the maritime market at the international level. The cruise industry without application of marketing would not have long survived as a tourism business with the aim of providing travel services and experience services to travelers. Due to the extremely strong competition in the cruise market, cruise companies have to get closer and introduce passengers to their brand and adapt their services exclusively to tourists. Travelers will certainly know how to recognize a good product and service, resulting from detailed market analysis and quality application of marketing tools. A complete marketing strategy with disciplined management, guarantees the success of cruise companies in the demanding cruise market.