DISTRIBUTION: The marketing operation analysed

Abstract

Marketing, as defined by Nigel Piercy, is both the most essential and the most elusive of practices in the expanding world of warehousing and distribution. His case is that marketing decisions made in the various areas concerning distribution should be carefully evaluated and integrated, resulting in controlled, effective planning. But how accurately can the real effect of marketing be assessed in terms of cost and results? Mr Piercy has carefully dissected the subject, and then reassembled it into a framework for analysis to the simplest and the most sophisticated needs.

Citation

Piercy, N. (1979), "DISTRIBUTION: The marketing operation analysed", Retail and Distribution Management, Vol. 7 No. 1, pp. 23-73. https://doi.org/10.1108/eb017977