A Conceptual Analysis of the Relationship between Marketing and Logistics: Marketing Logistics

Öz

In recent years, organizations have begun to realize that effective logistics is a very important part of their marketing strategy that enables them to gain competitive advantage. An output of integration between logistics and marketing is the concept expressed as marketing logistics. The main purpose of this study is to review the concept of marketing logistics, which emphasizes that marketing and logistics functions must work together. Within the scope of the study, detailed information about the concepts of marketing and logistics was given, and the reasons underlying the distinction between the two cases were expressed. Based on the integration of marketing and logistics, the concept of marketing logistics has been handled and discussed from a holistic perspective. In the last part of the study, suggestions were made to the organizations to establish an accurate and functioning marketing logistics system.

Anahtar Kelimeler

• Marketing
• Logistics
• Customer Relationship
• Distribution Channels
• Marketing Logistics

Pazarlama ve Lojistik İlişkisine Yönelik Kavramsal Bir İnceleme: Pazarlama Lojistiği

Öz

Son yıllarda, etkin lojistiğin pazarlama stratejisinin rekabet üstünlüğü elde etmeyi sağlayan çok önemli bir parçası olduğunu organizasyonlar fark etmeye başlamışlardır. Lojistik ve pazarlama arasındaki entegrasyonun bir çıktısı ise, pazarlama lojistiği olarak ifade edilen kavramdır. Bu çalışmanın temel amacı pazarlama ve lojistik işlevlerinin entegre çalışması gerektiğini vurgulayan pazarlama lojistiği kavramını incelemektir. Çalışma kapsamında pazarlama ve lojistik kavramları hakkında detaylı olarak bilgi verilmiş, iki olgu arasındaki ayrımın altında yatan nedenler ifade edilmiştir. Pazarlama ve lojistik entegrasyonundan hareketle pazarlama lojistiği kavramı bütüncül bir bakış açısıyla ele alınmış ve tartışılmıştır. Çalışmanın son bölümünde ise doğru ve işleyen bir pazarlama lojistiği sistemi kurulabilmesi için organizasyonlara önerilerde bulunulmuştur.

Anahtar Kelimeler

• Pazarlama
• Lojistik
• Müşteri İlişkileri
• Dağıtım Kanalları
• Pazarlama Lojistiği

Kaynakça

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