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Vadhanasindhu, Penthip and Laptaned, Ungul (2005) Marketing Logistics: Opportunities and Limitations. UTCC Engineering Research Papers. ISSN 1906-1625


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The basic principle of marketing is regarding customer satisfaction and customer needs and logistics regarding the integration of information, transportation, inventory, warehouse, material handling and packaging. When marketing converge logistics, idea is responsiveness, reliability and relationships. In development idea, there are two areas which are demand creation (marketing) and demand fulfillment (logistics). In the view of marketing advantage, it is regarding customer franchise; brand value, innovation and benefit focus, customer value; cost of ownership, value adding relationship and service quality and the last one, supply chain effectiveness; low cost supplier, agile response, network management. This paper focuses on some of these three strategies process and managing marketing logistics which are to gain competitive advantage. Three strategies are customer relationship, customer value and demand driven supply chain management. They have to connect together with a model of managing cross-functional process. And also a model trade-off show that how to create customer value. One model is developed to be more efficiently of competitive advantage. Finally, key issues of managing marketing logistics that is the need for organization change, manage process, to manage supply and demand and what gets measured set handled. It is expected that these explore the way are interested to join and go on to be strength organizations in positioning.

Item Type: Article
Subjects: Engineering > Logistics Engineering
Divisions: School > School of Engineering
Depositing User: Kitikun Pongsak
Date Deposited: 16 May 2014 21:19
Last Modified: 16 May 2014 21:19
URI: http://eprints.utcc.ac.th/id/eprint/859

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