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

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.

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