THE EFFECTS OF THE PERCEIVED LOGISTICS-MARKETING COORDINATION ON BUSINESS PERFORMANCE IN LOGISTICS COMPANIES

Year 2019, Volume: 6 Issue: 6, 338 - 348, 30.06.2019

Erkut Akkartal Esra Nur Gokhan

Abstract

Marketing is the considered to be a vital part of economy
and of course and increasing need exist for an efficient marketing system for
logistics. As well as communicating logistics with a purpose of positioning
logistics in the present competitive environment, logistics managers are given
the tasks of marketing logistics. Planning delivering,  controlling the flow of physical goods, marketing
materials and informations from the raw material to the market are essential
for marketing logistics. The lack of co-ordination of joint activities between
marketing and logistics units leads to poor cooperation and low operational
performance. The aim of this paper is to examine the effects of perceived
marketing and logistics functions on business performance. In that research
reflection of this increase to marketing logistics will be discussed entirely.
Result will show the importance level of the unity of marketing and logistics
coordination on business performance.

Keywords

Marketing, Logistics, Competitive Andvantage Jel: M31, M21, M11

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