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

Authors : Erkut AKKARTAL, Esra Nur GOKHAN

Pages : 338-348

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Publication Date : 2019-06-30

Article Type : Conference Paper

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