Intermodal freight terminals: marketing channels and telecommunication networks

This paper seeks to highlight the importance of modern telecommunications n etworks in combined transport marketing channels deployed for intermodal te rminals. To develop a customer-based and broadly applicable framework for s tudying combined freight transport in Europe, the use of the marketing chan nel theory is advocated. The central research question addressed in this pa per is: which opportunities do telecommunications networks offer to intermo dal freight terminals in order to function more efficiently in combined tra nsport marketing channels? After a description of the information sector an d telecommunications networks, recent developments in these booming sectors are pinpointed and the opportunities offered to intermodal freight termina ls and combined transport are mapped out. The central focus is on intermoda l freight terminals in combined transport marketing channels in which diffe rent types of flows are employed (e.g. payment, ordering, promotion, etc.). All these marketing channel flows are, in principle, customer-driven and r equire a lot of tailor-made information and, thus, also the use of proper t elecommunications networks. This paper describes the changing scene of inte rmodal freight terminals with a particular view to the opportunities-servic e change, service development, market development, diversification-for inte rmodal 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 functi on more efficiently.