Remarrying Marketing and Logistics

Abstract

Information Systems Technology (IST) has a recognised role in creating and sustaining competitive advantage. The link is developed between logistics and the use of IST to improve competitive performance by outlining a model of the logistics function that stimulates thinking about logistics issues and by describing instances of organisations that are using IST to gain competitive advantage in logistics. It is argued that IST will be a powerful tool for putting logistics and marketing together again. The majority of the case studies are drawn from the Australian business environment. A general process is also described that strategic planners can use when attempting to identify strategic information systems.

Citation

Watson, R. and Pitt, L. (1990), "Remarrying Marketing and Logistics", Logistics Information Management, Vol. 3 No. 3, pp. 10-17. https://doi.org/10.1108/eb007507