Intermodal freight terminals: marketing channels and telecommunication networks

Abstract

This paper seeks to highlight the importance of modern telecommunications networks in combined transport marketing channels deployed for intermodal terminals. To develop a customer-based and broadly applicable framework for studying combined freight transport in Europe, the use of the marketing channel theory is advocated. The central research question addressed in this paper is: which opportunities do telecommunications networks offer to intermodal freight terminals in order to function more efficiently in combined transport marketing channels? After a description of the information sector and telecommunications networks, recent developments in these booming sectors are pinpointed and the opportunities offered to intermodal freight terminals and combined transport are mapped out. The central focus is on intermodal freight terminals in combined transport marketing channels in which different types of flows are employed (e.g. payment, ordering, promotion, etc.). All these marketing channel flows are, in principle, customer-driven and require a lot of tailor-made information and, thus, also the use of proper telecommunications networks. This paper describes the changing scene of intermodal freight terminals with a particular view to the opportunities-service change, service development, market development, diversification-for intermodal freight terminals to improve their competitive position by using the information and communication technology sector. The main message is that there are numerous opportunities for intermodal freight terminals to function more efficiently.