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  • Организация взаимодействия логистики и маркетинга как средство повышения конкурентоспособности фирмы

Article

Организация взаимодействия логистики и маркетинга как средство повышения конкурентоспособности фирмы

The article shows that in the context of severe competition and an increasing expansion of Western firms issues of an effective collaboration of Logistics and Marketing become more and more important for most Russian companies. It is demonstrated that organization of Marketing and Logistics collaboration has changed significantly in many companies lately – from the traditional scheme of functional division of a firm’s fields of activity to general costs optimization and finding the balance of “logistics service costs/quality” in distribution. The author systematically examines spheres of Marketing and Logistics collaboration and provides a detailed characteristics of marketing channels formation strategies with regard to Logistics requirements. Main trends of Logistics activities in the context of realization of a company’s marketing channels formation strategies are explored.