Marketing function and logistics revisited: Revised Dual Sub-functional Model approach
Journal Title: Logistics and Transport - Year 2013, Vol 18, Issue 2
Abstract
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.
Authors and Affiliations
Ömer Baybars Tek
Keywords
Related Articles
- EP ID EP168111
- DOI -
- Views 84
- Downloads 0
The Impact of Illegal Population Migration on the Risk Assessment of Freight Transport Carried Out by Polish Carriers
Launched in 2010, the so-called ‘Arab Spring’ caused an increased migration of people from both the Middle East and Africa to Europe. In the face of such a large number of refugees, the European Union announced a migrati...
Powiązanie procesu logistycznego węzła ekspedycyjno-rozdzielczego Poczty Polskiej z innymi procesami operatora
The paper concentrates on the basic area of the Polish Post's (PP) core business, based on logistic process (flows of postal items in logistic network), which is key process for this operator. Attempt of identification o...
Ensuring process continuity of multifaceted and hybrid supply chains in maritime area
The supply chain formula based on strict close interdependence between all its elements causes the smallest disturbance in one of the links to menace the whole supply chain, which is why it is so important for the partic...
MODELOWANIE SYMULACYJNE LINII PRODUKCYJNEJ ORAZ OPTYMALIZACJA PRODUKCJI POD WZGLĘDEM WYKORZYSTANIA ŚRODKÓW TRANSPORTU WEWNĘTRZNEGO
Article describes the project in the production process and results in an establishment BOSCH braking systems in Poland and in the establishment Twardogórze GKN Automotive Poland in Rudolf. Objective of the project in BO...
Small aircraft transportation system
The article presents ways of transportation system development which is possible to revolutionize personal air transport in the first half of the 21st century. Small Aircraft Transportation System – SATS uses small plane...