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Integration of Marketing and Logistics: A Way to Competitive Advantage in South Africa

International Journal of Physical Distribution & Logistics Management

ISSN: 0960-0035

Article publication date: 1 May 1991

Abstract

Logistics and marketing are both corporate functions that are critical for the competitive position of an organisation. Traditionally, logistics has been seen as a passive tool supporting marketing, while more recent research publications have stressed the strategic importance of logistics. Here the focus is on: showing the impact logistics has on competitive advantage; identifying the key interfaces between logistics and marketing; stressing the need of integrating the two functions to avoid permanent friction between them; and providing an approach to developing an integrated logistics/marketing strategy.

Keywords

Citation

Remmel, U.M. (1991), "Integration of Marketing and Logistics: A Way to Competitive Advantage in South Africa", International Journal of Physical Distribution & Logistics Management, Vol. 21 No. 5, pp. 27-31. https://doi.org/10.1108/EUM0000000000386

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited