Intermodal Freight Terminals, Marketing Channels and Transport Networks

745-763An attempt has been made to combine the current theory about marketing channels with combined transport and logistics in order to develop a customer-based and broadly applicable approach to the study of combined freight transport in Europe. Furthermore, an analytical framework is provided as a starting. point for the analysis of the performance -in terms of quality- of intermodal freight terminals. Much of the current research on transport is based on a comparison of features of distinct transport modes and their (dis)advantages. However, this approach presents a problem, because it fails to take into account the different combined transport solutions that are offered by carriers and terminals. This problem leads to the central research question of this paper: Which opportunities do intermodal freight terminals offer for an efficient functioning of combined transport marketing channels? Towards this end, a description of the theory of marketing channels is given. This theory states that different types of flows are employed in marketing channels (e.g. payment, ordering, promotion, etc.). All these marketing channel flows are, in principle, customer driven. Next, the central position taken by intermodal freight terminals in combined transport marketing channels is examined. Finally, the analysis is combined in a new approach towards combined transport and logistics, named cogistics. Cogistics is the management of marketing channel flows from the point of origin (production) to the point of final consumption, in accordance with customer requirements and focused on using combined transport to the maximum extent possible. Opportunities that terminals offer for an efficient functioning of marketing channels are: (1) focusing on solutions that are customer driven; (2) facilitating extensive communication between marketing channel members; (3) co-ordinating an efficient marketing channel organisation; (4) choosing the right marketing channel partners; (5) introduction of marketing channel commitment, trust, and co-ordination; and (6) equal sharing of benefits

Machine learning applications in operations management and digital marketing

In this dissertation, I study how machine learning can be used to solve prominent problems in operations management and digital marketing. The primary motivation is to show that the application of machine learning can solve problems in ways that existing approaches cannot. In its entirety, this dissertation is a study of four problems—two in operations management and two in digital marketing—and develops solutions to these problems via data-driven approaches by leveraging machine learning. These four problems are distinct, and are presented in the form of individual self-containing essays. Each essay is the result of collaborations with industry partners and is of academic and practical importance. In some cases, the solutions presented in this dissertation outperform existing state-of-the-art methods, and in other cases, it presents a solution when no reasonable alternatives are available. The problems are: consumer debt collection (Chapter 3), contact center staffing and scheduling (Chapter 4), digital marketing attribution (Chapter 5), and probabilistic device matching (Chapters 6 and 7). An introduction of the thesis is presented in Chapter 1 and some basic machine learning concepts are described in Chapter 2

Marketing in Malaysian Technology Firms

Today’s world technology recognizes Internet and World Wide Web as two of the main communication mediums in technology firms. modern technology and social networking turn out to be a part of a large number of people’s lives. technology firms are challenged with this fast-moving social network in organization that encourage viral marketing too. There has been little study about the effect of viral marketing towards technology firms. This paper aims to explore the factors that influence the effectiveness of viral marketing, determine the most influential factor and identify the impacts of onlinecontents that influence the effectiveness of viral marketing. a quantitative method was used and 384 respondents from Southern Region Malaysia participated in the survey. The results showed that all the motivational factors like playfulness, community-driven, perceived ease of use, and perceived usefulness had significant impact on the viral marketing in the Malaysian technology firms. Two other factors like critical mass and peer pressure were found to be insignificant in this study. The findings may contribute to the judgement on Malaysian technology firms about viral marketing that blend firm skills, knowledge and technical leadership roles to manage emerging technologies, develop innovative solutions and complex firm’s problems

Technology-driven online marketing performance measurement: lessons from affiliate marketing

Although the measurement of offline and online marketing is extensively researched, the literature on online performance measurement still has a number of limitations such as slow theory advancement and predominance of technology- and practitioner-driven measurement approaches. By focusing on the widely employed but under-researched affiliate marketing channel, this study addresses these limitations and evaluates the effectiveness of practitioner-led online performance assessment. The paper offers a comprehensive review of extant performance measurement research across traditional, online and affiliate marketing and, employing grounded theory, presents a qualitative in-depth analysis of 72 online forum discussions and 37 semi-structured interviews with the major affiliate marketing stakeholders. As a result, the research identifies a growing need for change in the technology-pushed measurement approaches in affiliate marketing, and proposes actionable improvement recommendations for affiliate and online marketing managers

Social Media and Evolving Marketing Communication Using IT

American Power Conversion (APC) was formed in 1981 by three MIT graduates. Its business scope has evolved from standard uninterruptible power supply systems (UPS) products to customized products to full data center solutions. Its name has become synonymous with UPS. Currently, it is part of the European multinational firm Schneider Electric. APC has always been at the cutting edge of using information systems. This case study covers the evolution of their marketing communication function using information technology. They began with implementing database-driven marketing, which was supplemented with Siebel CRM. In order to exploit the marketing data that this platform was generating, they implemented a business intelligence platform. They have developed a collaborative project execution application to drive relationship building with business partners. The case describes the challenges APC has faced in exploiting the power of social media channels and integrating them into existing operations

Options for reshaping the railway

In many countries the mismatch between what the railways offer and what the customers want has caused significant economic inefficiency and severe financial strains for the railways and their government owners. The concept of the railway as a monolithic entity is so strong in many countries as to be a roadblock against reshaping the railway. The authors explore four options which can be used to reshape the railways. First is the lines of business option which improves accountability and responsiveness to markets. The second is the competitive access option which introduces intramodal competition in selected markets, while maintaining unitary control over most railway operations. The third is the"wholesaler"option which would accomplish an excellent marketing job, but the actual operation would remain in monolithic hands. Finally there is the"toll rail enterprise"option which comes closest to reflecting a theoretical model of marketing effectiveness, however it would generate potential operating conflicts and higher transaction costs. The authors show that one generalization holds true in all circumstances: a monolithic railway does not function well in a market economy in competition with privately owned, properly regulated competitors - especially trucking. The authors point out that solutions will vary, but the universal objective as an economy becomes more market driven is to make the railway more market sensitive.Railways Transport,Roads&Highways,Environmental Economics&Policies,Banks&Banking Reform,ICT Policy and Strategies

Creating learning solutions for executive education programs

Executive education is both a growing and increasingly competitive industry. The traditional business school, once a dominant player in this space, now faces competition from sophisticated and focused consultants and for-profit training specialists offering a variety of face-to-face and on-line instructional vehicles. An abiding question has become ever more prevalent for business schools – are executive education clients getting meaningful, long-term value for their significant investments? Demonstrating value and building capabilities is different for a generic, open enrolment course than for a custom program. This paper proposes a solutions-based approach to the development and implementation of customized executive programs, arguing that the tailored customer focus and the operational rigor of a solutions perspective leads to sustainable and measurable client value both at the individual and corporate level. A case study involving a global high technology company is used to demonstrate the steps required to apply a solutions roadmap. The results show that a solutions approach – carefully and collaboratively undertaken in selected settings – can provide considerable benefits to both client and provider. Further research is proposed to validate and develop the learning points