Marketing Logistics

Marketing Logistics

Marketing Logistics

Marketing Logistics

Synopsis

This interface is being recognized by business organizations as a key priority for management, and both practitioners and academics alike have placed a greater emphasis on the need to view the supply chain as a whole as the vehicle by which competitive advantage is achieved.
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; As well as drawing upon current research and the experience of firms worldwide, Marketing Logisticsuses numerous 'mini-cases' and vignettes to illustrate the key messages in each chapter and bring the theory to life.
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; This book is an invaluable resource for managers who seek to understand more about the way in which the supply chain should be managed to improve their organization's competitive position, as well as students undertaking degree-level courses in marketing, logistics and supply chain management.

Excerpt

When the first edition of this book was published, it was already clear that the traditional concept of marketing was being challenged. This challenge arose from the realisation that the environment in which the original frameworks and principles of marketing had been formulated had changed significantly. Instead of a situation where demand exceeded supply – a condition which persisted in some markets until quite late into the twentieth century – it was clear that the reverse condition was more often the norm.

This transition from a sellers' market to a buyers' market meant that the conventional focus in many companies on the classic '4 Ps' of Product, Price, Promotion and Place had to be radically reviewed. Now there is widespread recognition that companies compete not so much through what they do, but through how they do it. In other words, the ways in which key business processes are managed and how those processes are aligned with the needs of the market can be every bit as important as the quality of the product or its price.

Emerging from this changed competitive landscape has come the idea that the processes that enable demand to be fulfilled in a more responsive and reliable way can be critical to the achievement of market-place success. Of equal importance is the way in which relationships are managed, both upstream and downstream of the company. These three 'Rs' – Responsiveness, Reliability and Relationships – underpin the idea of marketing logistics.

Marketing logistics focuses upon the ways in which customer service can be leveraged to gain competitive advantage. It seeks to manage the interface between the marketing and logistics activities of the organisation in order to align their respective strategies within the context of the wider supply chain.

Traditionally, marketing and logistics have been managed separately within most businesses. The linkages between the two have been poorly understood, and the strategic importance of customer service . . .

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