Marketing and Logistics Led Organizations - Mason, Robert; Evans, Barry
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Logistics and marketing stand out as two disciplines which are connected, and both are critical to the provision of customer value. Marketing and Logistics Led Organizations looks at marketing-led logistics and logistics-led marketing. In the current business world, the idea of a single supply chain has been replaced by an integrated multi-channel approach. The authors therefore examine how to optimise profit and control costs through the coordination of these two functions. Marketing and Logistics Led Organizations takes an in-depth look at physical supply chains where manufacturing of a…mehr

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Produktbeschreibung
Logistics and marketing stand out as two disciplines which are connected, and both are critical to the provision of customer value. Marketing and Logistics Led Organizations looks at marketing-led logistics and logistics-led marketing. In the current business world, the idea of a single supply chain has been replaced by an integrated multi-channel approach. The authors therefore examine how to optimise profit and control costs through the coordination of these two functions. 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 omni-channel, 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.
Autorenporträt
Dr Robert Mason is lecturer at the British University in Egypt and Visiting Fellow in the Centre for International Studies at the London School of Economics. His recent publications include Muslim Minority-State Relations: Violence, Integration, and Policy (Palgrave Macmillan, forthcoming), Foreign Policy in Iran and Saudi Arabia: Economics and Diplomacy in the Middle East (I. B. Tauris, 2015), and The International Politics of the Arab Spring: Popular Unrest and Foreign Policy (Palgrave-Macmillan, 2014).