Abstract
The article covers marketing activities used by TSL companies. The purpose of the article was an analysis of marketing instruments on the market of logistics services in Poland and Germany. An analysis of literature and a comparative analysis of the services offered were used. The market of transport services in Poland was presented in comparison to selected European states. The elements of marketing realized in Poland and in Germany by the largest logistics operators and the image formed by them in both of these countries were presented. Their policy of social responsibility was emphasized in the article.
Highlights
A special role is attributed to the TSL market because its services guarantee the development of the economy of the whole state in individual branches and enterprises
A comparative analysis method of the services offered and the image created by logistic operators was used
The logistics product is a set of customer expectations and requirements as to the good or service in an appropriate form and quality, and which can be realized in accordance with these requirements in the logistics system only
Summary
A special role is attributed to the TSL (transport-shipping-logistics) market because its services guarantee the development of the economy of the whole state in individual branches and enterprises. Marketing activities pursued by TSL companies and logistics operators provide institutional and individual customers with logistics services on the highest level with an additional value and satisfaction. The purpose of the article is an analysis of the development of marketing activities and instruments on the market of logistics services in Poland and Germany as well as an implementation of the elements of marketing-mix. A comparative analysis method of the services offered and the image created by logistic operators was used. An analysis of source literature was conducted
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