- Tytuł:
- MARKETING FUNCTION and LOGISTICS REVISITED: Revised Dual Sub-functional Model Approach
- Autorzy:
- Tek, Omer Baybars
- Powiązania:
- https://bibliotekanauki.pl/articles/504491.pdf
- Data publikacji:
- 2013
- Wydawca:
- Międzynarodowa Wyższa Szkoła Logistyki i Transportu
- Tematy:
-
Supply Chain
Marketing function
logistics subfunction
delivery
promise management
making promise
keeping promise
obtaining demand subfunction ethics and social responsibility in Logistics
Value Offer
Value Proposal
4Ps
4Cs
Marketing mix
Retailing mix
Relationship marketing
Love Brand
3PL firms - Opis:
- This paper attempts to point out the continued confusion in some literature with respect to the concepts of marketing and logistics, and their relatedness. These are usually, and maybe inadvertently, treated as separate and independent functions. This frame of reference can often lead to costly mistakes. Authors frequently describe them as if they are two different functions: that of marketing, and that of logistics. Actually, logistics is a submix of marketing. The fact that logistics is a part of marketing is usually ignored. This kind of approach is still prevalent in most writing. Yet we must talk about two submixes of marketing, one of which is logistics, or servicing demand, and the other, which is obtaining demand. Therefore, the connection and interdependence of marketing and logistics terminology must be put into their proper place for correct and complete analysis. For this purpose, a Dual Subfunction Model is presented to tie together logistics and the remaining part of marketing. This model may serve as a guide for more accurate analyses, or at least as a reminder for consideration by novices.
- Źródło:
-
Logistics and Transport; 2013, 18, 2; 51-66
1734-2015 - Pojawia się w:
- Logistics and Transport
- Dostawca treści:
- Biblioteka Nauki
Artykuł