Examine how marketing and logistics, both key activities in most organisations today, are critical to the provision of customer value.
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 In the current business world, the idea of a single supply chain has been replaced by an integrated multi-channel approach.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.
Bringing marketing and logistics together is a powerful recipe to gain competitive advantage, and this book brings right up to date the approaches required to enable this. Extensively referenced, the text is an excellent resource for logistics and supply chain strategists who are seeking to increase end customer value and reduce costs for the supply chain as a whole.
Professor Richard Wilding OBE, Full Professor and Chair of Supply Chain Strategy, Cranfield School Of Management, UK, Chairman of Chartered Institute of Logistics and Transport (CILT), UK
The book confirms the well-proven premise that the successful organization has to be customer driven, but importantly it uses logistics as a vehicle to significantly enhance a market orientation strategy. For many years logistics and supply chain were a factor of getting product to market, but this book demonstrates how effective logistics strategies can provide a competitive edge. Structured in a way to 'learn the lessons', in so much as the organization has to be unified, process-driven and focused on the common goal, [the book] highlights the need to be more dynamic, flexible and adaptive and that both marketing and logistics both have a part to play in leading the organization. It is full of case studies, examples and insights that demonstrate and validate the credibility of the book, but importantly it provokes thought and questions how to use logistics to deliver greater Customer Value.
Mike Wilson, Global Head of Logistics and Manufacturing, Panalpina
Today's manufacturing firms are still all too often organised along functional silos, creating internal islands of excellence that in turn fail to create customer value. Robert Mason and Barry Evans lay out a compelling case for organising the firm so that it has five fingers touching the customer, and five fingers touching the supplier.
Professor Matthias Holweg, Professor of Operations Management, Said Business School, University of Oxford, UK
Successful marketing-led organizations understand what winning customer value comprises in their markets, but that's only half the battle. In this thorough book, Mason and Evans carefully map out for the aspiring CEO, COO or student of business what it takes to achieve the operational excellence required to deliver this value with integrity, and the key role that logistics must play in leading the coordination of it all.
Steve Spall, COO, Tails.Com
Contemporary challenges of digitilisation and the complexity of omni-channels, rather than simpler, linear supply chains, require more strategic, integrated approaches to marketing and logistics. This is a timely and inspiring book that examines these challenges and their impact on the two key business functions of marketing and logistics. I highly recommend this book to academics and practitioners in these fields as a refreshing joining of research-informed thinking and business practice.
Professor Christine Harland, Gianluca Spina Chair in Supply Strategy, Politecnico di Milano, Italy
Robert Mason has a business background, mainly in a variety of roles with M&S. He is now a Reader in Logistics and Operations Management (LOM) at Cardiff Business School and has led many business research projects with Tesco as a partner.
Barry Evans' early career involved 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. He joined the Lean Enterprise Research Centre at Cardiff Business School as a Senior Research Associate. Mr Evans is now retired.
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