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Marketing and Logistics Led Organizations

Marketing and Logistics Led Organizations

Creating and Operating Customer Focused Supply Networks

Robert Mason, Barry Evans


Examine how marketing and logistics, both key activities in most organisations today, are critical to the provision of customer value.

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About the book

Logistics and marketing stand out as two disciplines that are connected. Products need to leave from where they are manufactured and reach customers that make purchases.

Marketing and Logistics Led Organizations looks at marketing-led logistics and logistics-led marketing. The authors examine how to optimise profit and control costs through the coordination of these two functions. In the current business world, the idea of a single supply chain has been replaced by an integrated multi-channel approach.

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 omnichannel, 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.

Table Of Contents

    • Chapter - 01: Setting the Scene, Definitions;
    • Chapter - 02: Value;
    • Chapter - 03: Purpose of the Organisation is to Deliver Value So Marketing and Logistics Need to Come Together;
    • Chapter - 04: Doing It: Marketing Led Logistics & Logistics Led Marketing;
    • Chapter - 05: Constant Review to Maintain a Relevant, Appropriate and Up-to-Date 'Purpose': CRM, CEM;
    • Chapter - 06: How Can Organisations Move from Seeing Logistics / Marketing Harmony as a Tactical Goal to a Strategic Imperative;
    • Chapter - 07: New Age Dilemmas, 'Doc' Hall and the Need for 'Compression Thinking';
    • Chapter - 08: Overall Story - Integrating Organisations around the Value Chain - Logistics / Marketing / Supply Chain

Book Details

  • EAN: 9780749478735
  • Edition: 1
  • Published: 3rd October 2017
  • Paperback
  • Dimensions: 234x156
  • 288 pages

About the Author

Barry Evans' early career involved a variety of roles in Logistics/Distribution with Watney Mann, Rank Hovis McDougall and Royal Mail. This was followed by roles in Tesco plc, including Lean Process Manager in Tesco Supply Chain Development. Recently, he joined the Lean Enterprise Research Centre at Cardiff Business School as a Senior Research Associate.

Robert Mason has a business background, mainly in a variety of roles with M&S. He is now a senior lecturer in Logistics and Operations Management (LOM) at Cardiff Business School and has led many business research projects with Tesco as a partner.

Robert Mason

Barry Evans

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