Marketing function and logistics revisited: Revised Dual Sub-functional Model approach

• Autorzy: Tek O. B.
• Języki publikacji: EN

Abstrakty

EN

This paper attempts to point out the continued confusion in some literature with respect to the concepts of marketing and logistics, and their relatedness. These are usually, and maybe inadvertently, treated as separate and independent functions. This frame of reference can often lead to costly mistakes. Authors frequently describe them as if they are two different functions: that of marketing, and that of logistics. Actually, logistics is a sub-mix of marketing. The fact that logistics is a part of marketing is usually ignored. This kind of approach is still prevalent in most writing. Yet we must talk about two sub-mixes of marketing, one of which is logistics, or servicing demand, and the other, which is obtaining demand. Therefore, the connection and interdependence of marketing and logistics terminology must be put into their proper place for correct and complete analysis. For this purpose, a Dual Sub-function Model is presented to tie together logistics and the remaining part of marketing. This model may serve as a guide for more accurate analyses, or at least as a reminder for consideration by novices.

Słowa kluczowe

EN

supply chain; marketing function; logistics sub-function; delivery; promise management; making promise; keeping promise; obtaining demand sub-function; ethics and social responsibility in Logistics; value offer; value proposal; 4Ps; 4Cs; marketing mix; retailing mix; relationship marketing; love brand; 3PL firms

• Wydawca: Międzynarodowa Wyższa Szkoła Logistyki i Transportu we Wrocławiu
• Czasopismo: Logistics and Transport
• Rocznik: 2013
• Tom: Vol. 18, No. 2
• Strony: 51--66
• Opis fizyczny: Bibliogr. 64 poz., tab., rys.

Twórcy

autor

Tek O. B.

• Yasar University, Turkey

Bibliografia

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• [4] Omer Baybars Tek’s definition in Michael R. Hyman Revising, The Structural Framework For Marketing Management, Las Cruces, NM, 2002. An earlier version of this manuscript won the Shaw Award for best paper presented at the 2001 Society for Marketing Advances conference. An abridged version of this manuscript has been accepted for publication in Journal of Business Re-search; Early on, the 8Ps concept was used by Lovelock, C., Wright, L., in Principles of Services Marketing and Management, 2nd edition,( Upper Saddle River, Pearson, Prentice Hall, 2001), pp.13-15. But the 8Ps concept has been dropped and replaced by 7Ps by the same authors in their latter works, which is more appropriate.
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• [18] Adapted from Emerson and Grim, op.cit., p. 29.
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• [20] Murphy and Poist., op.cit., pp.15-16.
• [21] Ibid.
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• [25] Ibid.,pp. 29-38-40.
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• [30] Ibid., p.427.
• [31] Ibid., pp.427-428.
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• [33] The author’s preferred term.
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• [36] To the author these are not functions but sub-functions of marketing.
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• [42] Coyle, Bardi and Langley Jr., op.cit., p. 43.
• [43] Stock and Lambert, op.cit.,p.19.
• [44] Lewis and Erickson too did not use the term sub-functions for their model.
• [45] Tek, Ö.B., Pazarlama İlkeleri ve Uygulamaları, (İzmir; Kartal Matbaası, 1990), p.36 (Marketing: Principles and Applications, İzmir; Kartal Printing House, 1990, p.36.)
• [46] Ibid.
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• [50] Ibid.
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• [52] Pride and Ferrel, op.cit., p. 382.
• [53] Berry, L., Relationship Marketing of Services- Growing Interest, Emerging Perspectives, Journal of the Academy of Marketing Science, 23 (4)
• [54] Ibid., p. 382.
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• [58] Dahlstorm.,op.cit., p.5.
• [59] Kotler and Armstrong, op.cit., pp.103-607.
• [60] Kotler and Keller.,op.cit., p.651.
• [61] ibid.
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