İntermodal Limanlar ve Pazarlama İletişimi: Liman Web Sitelerinin İçerik Analizi

Abstract

Components of integrated marketing communications have considerable, significant effects for port businesses in a highly competitive environment on their services and activities to existing and potential customers as well as informing them about such services and activities. In such marketing communication process, ports may focus on integrated marketing communication elements in order to differentiate themselves from competing ports and attract more customers. Having effective intermodal hinterland networks and gaining intermodal characteristics can be regarded as one of the differentiating factors for ports. This study examines the basic concepts of intermodal port systems in connection with marketing communications concept. The main purpose of this study is to determine to what extent the member ports of ESPO (European Sea Ports Organization) includes the variables of intermodal in their websites. To do this, content analysis is used. According to the findings of the study, the terms of intermodal, multimodal and combined transport and intermodal capabilities that ports mostly include in their websites are the Hamburg-Le