Logistika kao Instrument Marketinga u Trgovini
Business Logistics in Modern Management, 2008, vol. 8, 263-277
In the framework of the marketing mix, distributive marketing instrument has the basic task of allowing the consumer to purchase the product, in keeping with his wishes manifested through time and place of delivery. Logistics management is responsible for defining the optimum level of service offered to consumers with respect to the physical movement of goods. What this means is that the task of logistics today has become much more complex, since apart from being efficient, it must also meet marketing demands regarding the tailoring of services to individual consumers. Marketing-oriented logistics ensures delivery tailored to demands not only of a narrower consumer group, but of individual consumers. Integrated approach to supply chain management ensuring comprehensive control of products and services passing through the distribution channel is of special importance to commercial economic subjects. Economic development dynamics generates an array of new logistical concepts demanding that logistics, being an instrument of retail marketing, be sufficiently elastic to adjust itself to changes both on the market and in the domain of technological development, especially in the areas in which parts of consumer services are created.
Keywords: consumer; logistical process; logistics marketing; supply chain; trade marketing (search for similar items in EconPapers)
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