Spotlight 1.1: Three elements of an effective marketing objective for a 3PL

Spotlight 1.2: Active and inactive problems, primary vs. selective demand

Spotlight 1.3: Triggering primary demand

Spotlight 1.4: Putting the marketing concept into practice in a 3PL

Marketing in Action 1.0: Differentiating through quality and price at UPS Logistics

Spotlight 2.1: Thinking about the costs of doing business with your brokerage company

Spotlight 2.2: Practical ideas for improving customer perceptions and benefits

Spotlight 2.3: Avoiding problem recognition

Spotlight 2.4: Triggering problem recognition

Spotlight 2.5: Probing shippers and carriers for the type of benefits sought

Spotlight 2.6: What to do if increases in customer satisfaction don’t translate into improved financial performance

Marketing in Action 2.0: Putting Customer Satisfaction into Practice

Spotlight 3.1: Focusing in non-price issues

Spotlight 3.2: Unishippers and a differentiation strategy

Spotlight 3.3: Using “differentiation focus” as a basis for marketing strategy in transportation brokerage

Spotlight 3.4: Using “cost focus” as a basis for marketing strategy in transportation brokerage

Marketing in Action 3.0: Reducing transaction costs

Spotlight 4.1: Problems of fit

Spotlight 4.2: Putting marketing intelligence to work in third party logistics

Marketing in Action 4.0 (to be written)

Spotlight 5.1: Taking a long-range approach to targeting decisions

Spotlight 5.2: Additional costs associated with targeting

Marketing in Action 5.0: Serving different market segments at DHL

Spotlight 6.1: Understanding brokerage service buyers’ needs and your profit margins

Spotlight 6.2: Using a disrupt strategy

Marketing in Action 6.0: Understanding the needs of shippers

Spotlight 7.1: The importance of price

Spotlight 7.2: The perils of reducing direct monetary costs

Spotlight 7.3: Decreasing costs of acquisition

Spotlight 7.4: Reducing transaction costs – an example

Spotlight 7.5: ROI pricing in practice

Marketing in Action 7.0: Price and Non-price factors

Spotlight 8.1: Understanding primary vs. selective demand

Spotlight 8.2: Pursuing customers who have never purchased brokerage services

Marketing in Action 8.0: Using trade shows as a promotional tool

Spotlight 9.1: An example of problem solving in sales

Spotlight 9.2: Is planning a sales call really more important than closing?

Spotlight 9.3: Can public relations be an effective tool in transportation brokerage?

Marketing in Action 9.0: Enhancing promotion through broker training