Ponders the factors which make senior management support of logistical initiatives so important and explores means of ensuring that such initiatives are included in the boardroom agenda. Presents an understanding of logistical activity which emphasizes its all‐embracing organizational influence, and its function as the deliverer of the marketers’ “promises”. Offers a further reason for boardroom attentiveness to logistical strategy ‐ the issue of profitability. recommends a number of practical strategies for individuals to rehearse in day‐to‐day dealings with senior management in their endeavours to retain board‐level support for logistical processes.
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