By Martin Christopher, Helen Peck

ISBN-10: 0750652241

ISBN-13: 9780750652247

ISBN-10: 1429484071

ISBN-13: 9781429484077

This interface is being famous by way of company agencies as a key precedence for administration, and either practitioners and teachers alike have put a better emphasis at the have to view the provision chain as a complete because the motor vehicle in which aggressive virtue is completed. in addition to drawing upon present learn and the event of agencies around the world, advertising Logistics makes use of a variety of 'mini-cases' and vignettes to demonstrate the major messages in each one bankruptcy and produce the idea to life.This booklet is a useful source for managers who search to appreciate extra concerning the means during which the availability chain might be controlled to enhance their organization's aggressive place, in addition to scholars project degree-level classes in advertising, logistics and provide chain administration. * Builds at the good fortune of the 1st version * contains new customer support aspect, in accordance with present considering* features a complete variety of examples supplying functional perception

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Additional info for Marketing Logistics, Second Edition (Chartered Institute of Marketing)

Example text

It should also be reflected in the marketing communications strategy, as well as underpinning the internal values of the business. For a value proposition to provide a strong foundation for competitive advantage it must be defined from the customer’s viewpoint – in other words: what will our offer do for customers that they will recognise as relevant to their needs? It must also be set against the backdrop of the explicit or implicit value propositions of competing offers. Once the value proposition is agreed, the challenge to logistics is to create and manage the processes that will deliver that value in a timely and consistent way.

Managing relationships in the marketing channel The old idea that buyers and sellers should maintain a distance from each other and only concern themselves with ‘negotiating a deal’ can no longer be sustained. Instead the trend is increasingly towards a much wider business-development focused relationship, where the supplier takes a holistic view of the customer’s needs. A good example of this is provided by recent developments in what is sometimes termed ‘trade marketing’. Whilst much of the emphasis in traditional branded consumer goods marketing has been placed upon end-users to ‘pull’ the product through the marketing channel, trade marketing is concerned with gaining and retaining access to the marketing channel, thus increasing end-users’ ‘opportunities to buy’ – in other words, ensuring that maximum shelf space, distribution and availability are achieved.

More often than not, Statistical Process Control (SPC) methods would be used to assist this task. These same techniques of process control can be applied successfully to the control of service processes. The first requirement is that the processes themselves are clearly understood and defined. Typically this involves the detailed mapping and flowcharting of each aspect of the service processes – say, for example, the order management process. It is often the case that once the results of these process mapping exercises are made visible, 38 Marketing Logistics managers are surprised at the complexity of the processes.

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Marketing Logistics, Second Edition (Chartered Institute of Marketing) by Martin Christopher, Helen Peck

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