Marketing
Courier transport

The technical components of a courier delivery network, as described above, are not sufficient to define a complete delivery network. A network is structured not only by a set of resources but also by a commercial offering that utilizes those technical resources. The network offering is an identical service provided within the geographic area covered by the network. It must have content, an identity, and a price. It is the role of network marketing to define its scope.

Marketing emerged in the transportation sector about twenty years ago. For a long time, operational considerations—and, to some extent, commercial interests—took precedence over a thorough, rational analysis of customer needs. There are many reasons for this inertia. They stem in part from the nature of the service itself—an intangible good—which lends itself less readily than a physical object to the articulation of desires....