Logistics as an Instrument of Trade Marketing (CROSBI ID 593309)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Horvat, Đuro ; Jurčević, Marinko ; Ivaković Babić, Morana
engleski
Logistics as an Instrument of Trade Marketing
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 trade 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.
Consumer ; Logistical Process ; Logistics Marketing ; Supply Chain ; Trade Marketing
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Podaci o prilogu
359-364.
2012.
objavljeno
Podaci o matičnoj publikaciji
Proceedings of the International Conference on Traffic and Transport Engineering
Čokorilo, Olja
Beograd: Scientific Research Center Ltd. Belgrade
978-86-916153-0-7
Podaci o skupu
International conference on traffic and transport engineering
predavanje
29.11.2012-30.11.2012
Beograd, Srbija