Logistics and marketing stand out as two disciplines that are connected. Products need to leave from where they are manufactured and reach customers that make purchases.
Marketing and Logistics Led Organizations looks at marketing-led logistics and logistics-led marketing. The authors examine how to optimise profit and control costs through the coordination of these two functions. In the current business world, the idea of a single supply chain has been replaced by an integrated multi-channel approach.
Marketing and Logistics Led Organizations takes an in-depth look at physical supply chains where manufacturing of a product occurs from groceries to pharmaceuticals, and from automotive to construction. The authors examine omnichannel, how this affects the customer experience and the need for a joined-up strategy which is operationalised across all channels. They also look at the challenges of digitalisation and the customer interface with the growth of the internet as well as the intensification of competition across all sectors.