文章基本信息

标题：Marketing logístico
本地全文：下载
作者：Juan Carlos García Villalobos
期刊名称：Cuadernos de Estudios Empresariales
印刷版ISSN：1131-6985
出版年度：2004
期号：14
页码：63-86
语种：Spanish
出版社：Universidad Complutense de Madrid. Servicio de Publicaciones
摘要：Logistic has redefined its role in the business to turn into not only in a source for sustainable competitive advantage but also in a important element of marketing as a result of the possibilities offered to improve the added value through the supply chain. As a consecuence of its evolution, logistics has become a main area in the companies and in the economy as the proliferation of services activities in the logistic area shown and the logistic’s consideration of the decision makers in the public institutions. In this way, logistic leaves an exclusive operational orientation and complement its role with a commercial element to reinforce the marketing strategy and providing a variety alternatives to market unthinkeable no long time ago.
关键词：logistic; marketing; strategy; supply chain; value; integration;logística; marketing; estrategia; cadena de suministro; valor; integración