Logistics in its marketing context

Abstract

Spotlights the total approach to logistics in companies and indicates how it can provide a valid basis for marketing improvement. Identifies what a total logistics approach can mean for corporate development. Chronicles that management theorists have tended to concentrate on one or other of these functions suggesting orientations and techniques whereby each of these functions may be more effectively managed. Maintains that herein is an attempt to summarise some of the key concepts behind the emerging discipline of marketing logistics, but that there is some way to go before marketing logistics as a discipline is included in the‘science’category.

Citation

Christopher, M. (1972), "Logistics in its marketing context", European Journal of Marketing, Vol. 6 No. 2, pp. 117-123. https://doi.org/10.1108/EUM0000000005131