Comparative views of logistics and marketing practitioners regarding interfunctional co‐ordination

Abstract

Focuses on the logistics‐marketing interface and possible mechanisms for enhancing co‐ordination between the two functions. A comparison of both logistics and marketing practitioners reveals that there were minimal differences in the usage of 14 co‐ordination‐enhancing techniques. The results also suggest that improvements in the relationship between marketing and logistics can be made relatively quickly and at a relatively low cost. Concludes with a discussion of managerial implications.

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