تلاش ترکیبی خدمات بازاریابی برای خدمات جهانی یک نام تجاری : مورد حمل و نقل DHL
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|42545||2015||5 صفحه PDF||سفارش دهید||2610 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Procedia Economics and Finance, Volume 23, 2015, Pages 1079–1083
The purpose of this study is identifying the services marketing mix (7Ps- product/service, place, promotion, price, people, processes and physical evidence) decisions of a logistics company. The significance of services marketing mix on creating a logistics services brand has received little attention in the literature. In this paper, the case of a global brand, DHL Logistics is presented. Case study was conducted by using secondary data obtained from DHL Logistics’ reports and by conducting semi-constructed interviews with DHL Logistics’ executives and employees. Due to the reputation and operations of the company, this framework will act as a guideline for the other alike companies. The marketing mix decisions made by DHL Logistics affect both B2B and B2C customers’ brand perceptions and enhance the brand equity of DHL Logistics.