从营销组合4p角度探讨营销与物流的整合

被引：3

作者：

王鹤

机构：

[1] 南京财经大学

来源：

市场周刊(理论研究) | 2017年 / 11期

关键词：

营销; 物流; 整合;

D O I：

暂无

中图分类号：

F252 [物资流通]; F274 [企业供销管理];

学科分类号：

1201 ; 1202 ; 020205 ;

摘要：

供应链运作中,物流和营销分别通过供应产品和创造需求来满足客户,二者的协作对于客户服务的交付至关重要。为了使组织能够成功地提供更高的顾客价值,必须整合物流和营销。物流和营销冲突的主要原因与营销的4P(产品,价格,渠道,促销)有关。文章从4p角度,研究了影响物流与营销整合的因素,提出了物流与营销整合的模式。

引用

页码：77 / 78+67 +67

页数：3

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INTERNATIONAL JOURNAL OF PRODUCTION ECONOMICS, 2002, 77 (02) :113-130

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