Marketing Logístico

Para el desarrollo del Programa Especializado de Marketing Logístico, organizado por ESIC Business&Marketing School y ADL (Asociación para el Desarrollo de la Logística), hemos sido influenciados por las ideas y la investigación del profesor Martin Christopher de la Cranfield School of Management -Cranfield University -donde el Marketing y la Logística han sido vistos estrechamente interconectados.

En esta segunda edición del libro “ Marketing Logistics “, el profesor Martin Christopher, se centra en las formas en que puede ser el servicio al cliente aprovechado para ganar una ventaja competitiva. Se trata de actuar como interfaz entre las actividades de comercialización y la logística de la organización, con el fin de alinear sus respectivas estrategias en el contexto de una Cadena de Suministro más amplia.

La convergencia del Marketing y la Logística se basa en un modelo simple que reconoce las tres áreas clave que deben estar estratégicamente conectadas: el Mercado, el Valor del Cliente y la Cadena de Suministro. Dentro de la empresa, las dos áreas de la creación de demanda (Comercialización), por un lado y la satisfacción de la demanda (Logística) por el otro no debe ser visto como funciones separadas sino que deben estar reunidas a través de los mecanismos de gestión de la cadena de suministro. El objetivo es crear una estrategia de suministro impulsada por el mercado de la cadena mediante el cual se entrega valor al cliente de la manera más eficiente y eficaz.

Marketing Logistics, Second Edition
Martin Christopher and Helen Peck
Butterworth-Heinemann, 2003, ISBN: 0750652241

This second edition of Marketing Logistics build on the unique focus established in the first edition – the crucial interface between the ways in which value is created through marketing processes and the way in which it is delivered through the supply chain.

This interface is being recognized by business organisations as a key priority for management, and both practitioners and academics alike have placed a greater emphasis on the need to view the supply chain as a whole as the vehicle which competitive advantage is achieved.

This book:

Builds on the huge success of the first edition
Incorporates a new customer service element, in line with current thinking
Contains a full range of industry examples offering practical insight

As well as drawing upon current research and experience of firms worldwide, Marketing Logistics uses numerous ‘mini cases’ and vignettes to illustrate the key messages in each chapter and bring the theory to life.

This book is an invaluable resource for managers who seek to understand more about the way in which the supply chain should be managed to improve their organisation’s competitive position, as well as students undertaking degree-level courses in marketing and supply chain management.

Entrevista al profesor Martin Christopher

” Supply Chain: The key to business success “

Professor Martin Christopher focuses on the major supply chain challenges that face managers in these uncertain and turbulent times. As Emeritus Professor of Marketing and Logistics at Cranfield School of Management in the UK, he is widely recognised as a leader in his field. He delves into three main areas of vital strategic importance:

1. Why supply chain management has become so critical today

2. The major challenges over the next decade which will impact the supply chain

3. How Marketing and Logistics are closely connected to business success