The constructive relationship between logistics and marketing: theoretical framework

Amina Lagzouli, Abdelghani Lagzouli, Maha Amel, Kaoutar Chaali

Résumé


Companies give more importance to relational exchanges (marketing and logistics) to organize customer-supplier relationships. Although the history of these relationships have been extensively studied in marketing channels and documentation on supply chain management, little research has focused on the results of these exchanges compared to the performance. The cooperation and collaboration between logistics and marketing is related to supplier logistics performance, while functional conflicts and the propensity to leave the relationship have no impact significant. This study contributes to this flow research by extending the relation between marketing and logistic based on a literature review.

Mots-clés


Marketing, Logistics, mix marketing, mix logistic.

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