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The IUP Journal of Management Research :
Logistics and Marketing Integration: Enhancing Competitive Advantages
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Logistics and marketing are usually concerned with satisfying the customers’ needs and wants, respectively through their supply and demand functions in a marketing channel. The interface between logistics and marketing is critical to the delivery of customer service. The major cause of conflict for logistics and marketing interface is related to 5Ps (product, price, place, promotion and packaging) of marketing. Without the successful link of logistics and marketing, the firm may be unable to provide good customer service, resulting in dissatisfied customer or a lost sale. For organizations to be successful in delivering higher customer value, logistics and marketing functions must be integrated because the right product must be at the right price, advertised through proper promotions, provided in right packaging and must be available at the right place. This research works in this direction and develops various frameworks and models such as interactive model of logistics and marketing integration and business value add framework for better integration of logistics and marketing.

 
 

Success of a business as well as delivery of higher customer service is largely dependent on achieving an effective coordination and integration among individual units of the organization. Researchers have long recognized the importance of customer service in achieving customer satisfaction. The interface between logistics and marketing is critical to the delivery of customer service. However, achieving outstanding customer service levels is complex and challenging because it involves inter-functional coordination, especially between the logistics and marketing functions. Without the successful link of logistics and marketing, the firm may be unable to provide good customer services and meet customer expectations, resulting in a dissatisfied customer or a lost sale. In fact, organizations often succeed or fail depending on their levels of customer service.

Logistics and marketing are usually concerned with satisfying the customers’ needs and wants, respectively through their supply and demand functions in a marketing channel. The logistics activity may be dependent on marketing activity in a marketing channel, and vice versa. The malfunctioning of one activity may severely impact the functioning of other activities. Therefore, the satisfaction of supply and the satisfaction of demand of customers’ needs and wants have to be coordinated and synchronized in order to achieve customer value proposition. This research works in this direction and provides various frameworks for integrating logistics and marketing.

 
 

Management Research Journal, Logistics , Marketing, Integration, Logistics and Marketing Integration.