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Title: Marketing Logistics: Opportunities and Limitations
Authors: Vadhanasindhu, Penthip 
Laptaned, Ungul 
Issue Date: 2005
Publisher: University of the Thai Chamber of Commerce
University of the Thai Chamber of Commerce
Source: Penthip Vadhanasindhu, Ungul Laptaned (2005) Marketing Logistics: Opportunities and Limitations. UTCC Engineering Research Papers.
Journal: UTCC Engineering Research Papers
Abstract: The basic principle of marketing is regarding customer satisfaction and customerneeds and logistics regarding the integration of information, transportation, inventory,warehouse, material handling and packaging. When marketing converge logistics, idea isresponsiveness, reliability and relationships. In development idea, there are two areaswhich are demand creation (marketing) and demand fulfillment (logistics). In the view ofmarketing advantage, it is regarding customer franchise; brand value, innovation andbenefit focus, customer value; cost of ownership, value adding relationship and servicequality and the last one, supply chain effectiveness; low cost supplier, agile response,network management. This paper focuses on some of these three strategies process andmanaging marketing logistics which are to gain competitive advantage. Three strategiesare customer relationship, customer value and demand driven supply chain management.They have to connect together with a model of managing cross-functional process. Andalso a model trade-off show that how to create customer value. One model is developedto be more efficiently of competitive advantage. Finally, key issues of managingmarketing logistics that is the need for organization change, manage process, to managesupply and demand and what gets measured set handled. It is expected that these explorethe way are interested to join and go on to be strength organizations in positioning.
ISSN: 1906-1625
Rights: This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
Appears in Collections:EN: Journal Articles

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