Marketing Transport Services An Evaluation of the Marketing Strategy for Transportation Services
Abstract
Examines the use of a non‐metric multidimensional scaling to establish the requirements of shippers, in terms of desirable characteristics for eight different types of movement. Believes that transport companies often develop marketing strategies without paying sufficiently close attention to the shippers' needs. Provides comparisons of actual adverts with requirements of shippers, such as desirable characteristics for differing types of movements. Concludes that some interesting findings have emerged from this study and this approach may prove to be a worthwhile method for transportation companies to re‐evaluate the advert segment of their marketing strategies.
Keywords
Citation
Gilmour, P. (1977), "Marketing Transport Services An Evaluation of the Marketing Strategy for Transportation Services", European Journal of Marketing, Vol. 11 No. 6, pp. 383-389. https://doi.org/10.1108/EUM0000000005022
Publisher
:MCB UP Ltd
Copyright © 1977, MCB UP Limited