Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Marketing Logistics as a Factor of Strategic Development of Business Structures

Author(s): Elena Yuryevna Chicherova, Julia Alexandrovna Semenova, Olga Vladimirovna Dmitrieva, Elena Valerevna Anasenko, Konstantin Ivanovich Popov, Natalia Iosifovna Kovaleva

The article deals with the justification of marketing logistics as a factor in the development of business structures. It is established that autonomous functions of marketing and logistics are being transformed into the integrated function of marketing logistics which should be considered as a factor of strategic development of business structures. Since marketing logistics has a coordinating aspect in relation to all actions that are in any way connected to serving customers, the implementation of marketing logistic principles into the business practice and the formation of the system presupposes the existence of an extensive digital system without which a business cannot be managed efficiently. It is determined that measuring the results of logistic management is a prerequisite for achieving the goals of the logistical system as feedback is necessary for efficient management. It is proven that an efficient logistical system can create positive support for a business structure in the attraction and implementation of the most productive distribution channels and the choice of the most efficient suppliers. It is established that if the manufacturer cannot supply the required product on time, in the requested amount and of proper quality, then the members of the distribution channels can cease the relationship with the manufacturer or stop the active promotion of the manufacturer's products.

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