ScholarLens Back to search
2015•Procedia Economics and FinanceOpen access

Services Marketing Mix Efforts of a Global Services Brand: The Case of DHL Logistics

Bengü Sevil Oflaç, Birce Dobrucalı, Tugce Yavas, Maria Gabriela Escobar

Open full text 20 citations

Abstract

The purpose of this study is identifying the services marketing mix (7Ps- product/service, place, promotion, price, people, processes and physical evidence) decisions of a logistics company. The significance of services marketing mix on creating a logistics services brand has received little attention in the literature. In this paper, the case of a global brand, DHL Logistics is presented. Case study was conducted by using secondary data obtained from DHL Logistics’ reports and by conducting semi-constructed interviews with DHL Logistics’ executives and employees. Due to the reputation and operations of the company, this framework will act as a guideline for the other alike companies. The marketing mix decisions made by DHL Logistics affect both B2B and B2C customers’ brand perceptions and enhance the brand equity of DHL Logistics.

Open-access reader

About this research paper

What this paper is about

The purpose of this study is identifying the services marketing mix (7Ps- product/service, place, promotion, price, people, processes and physical evidence) decisions of a logistics company. The significance of services marketing mix on creating a logistics services brand has received little attention in the literature. In this paper, the case of a global brand, DHL Logistics is presented. Case study was conducted by using secondary data obtained from DHL Logistics’ reports and by conducting semi-constructed interviews with DHL Logistics’ executives and employees. Due to the reputation and operations of the company, this framework will act as a guideline for the other alike companies. The marketing mix decisions made by DHL Logistics affect both B2B and B2C customers’ brand perceptions and enhance the brand equity of DHL Logistics.

Why it matters

OpenAlex reports 20 citations for this work. Citation counts describe recorded attention and do not establish research quality.

Key contribution

A contribution statement is not available in the OpenAlex record.

Method / approach

Method details are not available in the OpenAlex metadata.

Main findings

Findings are not separately available in the OpenAlex metadata.

Limitations

Limitations are not available in the OpenAlex metadata.

Applications

Application details are not available in the OpenAlex metadata.

Available abstract

The purpose of this study is identifying the services marketing mix (7Ps- product/service, place, promotion, price, people, processes and physical evidence) decisions of a logistics company. The significance of services marketing mix on creating a logistics services brand has received little attention in the literature. In this paper, the case of a global brand, DHL Logistics is presented. Case study was conducted by using secondary data obtained from DHL Logistics’ reports and by conducting semi-constructed interviews with DHL Logistics’ executives and employees. Due to the reputation and operations of the company, this framework will act as a guideline for the other alike companies. The marketing mix decisions made by DHL Logistics affect both B2B and B2C customers’ brand perceptions and enhance the brand equity of DHL Logistics.

Key concepts: Business, Marketing, Marketing mix, Brand equity, Reputation, Promotion (chess), Brand management, Services marketing

Related papers

Related paper 1Related paper 2Related paper 3
Back to paper searchBrowse research topicsOriginal source
Services Marketing Mix Efforts of a Global Services Brand: The Case of DHL Logistics — Research Paper | ScholarLens