Marketing Concept Applied to International Logistics and Business Strategy - What Logistics Textbooks Do Not Talk About

Abstract

Rapid strides in technology and the phenomenon of globalization are putting increasing pressure on the logistics function to deliver firms’ competitive edge particularly in the international arena. There is not enough appreciation however that the effective and efficient delivery of a logistics strategy to achieve customer satisfaction in different product-markets, is highly dependent on logistics embracing the marketing concept. To stay competitive, companies require to apply marketing first principles when designing their long-term logistics plans. This paper will discuss some underpinning international logistics principles like postponement, third party suppliers, market push and brand pull, by placing them into the framework of overall business strategy, in the context of the marketing concept