European Journal of Service Management

Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Service Management

ISSN: 2450-8535     eISSN: 2451-2729    OAI    DOI: 10.18276/ejsm.2018.27/2-18
CC BY-SA   Open Access 

Issue archive / Vol. 27/2, 3/2018
Marketing logistics management in e-retail – the essence and selected practical aspects

Authors: Joanna Drobiazgiewicz
University of Szczecin, Faculty of Management and Economics of Services
Keywords: marketing logistics e-retail 4C
Data publikacji całości:2018-12-31
Page range:7 (149-155)
Klasyfikacja JEL: D30 M30
Cited-by (Crossref) ?:

Abstract

The growing demands of consumers evoke the need for enterprises to undertake many innovative activities aimed at the greatest possible satisfaction of the client with the assumption of optimizing the costs of these activities. One of the modern methods of managing both the enterprise itself and the entire supply chain is the marketing logistics management concept. Marketing logistics management is a kind of expression of the coupling and integration of two concepts: logistics as a concept of flow-oriented management and marketing as a market-oriented concept of business management. The objective of the article is to present the concept of marketing logistics management and to point out its selected practical aspects in the area of e-retail. At the beginning of the article the concept of marketing logistics management was clarified and then its e-retail characteristics were described. In this part reference is made to the 4C concept in relation to marketing activities and the impact of this concept on the area of logistics activities was pointed out. The next part of the article describes a practical example of implementing activities, which integrate the area of marketing and logistics in a trading company. The conclusions were formulated at the final part of the article. The paper uses the methods of literature review, case study analysis and synthesis.
Download file

Article file

Bibliography

1.Blaik, P. (2010). Logistyka. Koncepcja zintegrowanego zarządzania. Warszawa: PWE.
2.Blaik, P. (ed.) (2007). Systemy i procesy zarządzania logistyczno-marketingowego. Aspekt efektywnościowy. Opole: Wydawnictwo Uniwersytetu Opolskiego.
3.Bujak, A. (2014). The development of the concept of supply chain management as an example of the evolution of Logistics. The Wroclaw School of Banking Research Journal, 15 (1), 133–151.
4.Dennis, C., Merrilees, W., Fenech, T. (2005). Sale the 7 Cs: teaching/training aid for the (e-)retail mix. International Journal of Retail and Distribution Management, 33 (3), 179–193.
5.Fernie, J., Sparks, L. (2004). Retail Logistics: changes and challenges. In: J. Fernie, L. Sparks (eds.), Logistics and retail management: insights into current practice and trends from leading experts (pp. 1–25). London, UK: Kogan Page.
6.Harrison, A., Hoek, R. Van. (2010). Zarządzanie logistyką. Warszawa: PWE.
7.Izakowski, Ł. (2017). Smyk usprawnia logistykę w ramach zasady “be multichannel or die” Retrieved from: https://retailnet.pl/2017/05/26/115890-smyk-usprawnia-logistyke-ramach-zasady-be-multichannel-or-die.
8.Kaźmierczak, M. (2016). Wpływ społecznej odpowiedzialności przedsiębiorstwa na zarządzanie łańcuchem dostaw. Studia Oeconomica Posnaniensia, 4 (12), 95–108.
9.Lasgaa, M. (2010). How e-retailing can influence your logistics? Groenewout Consultants & Engineers, February 11, 1–18.
10.Llamazares, O. (ed.) (2015). Dictionary of international trade Key definitions of 2000 trade terms and acronyms. Global Negotiator.
11.Pokusa, T. (2006). Logistyczno-marketingowy system tworzenia wartości dla klienta – wybrane elementy. Zeszyty Naukowe. Logistyka i Transport, 3 (2), 51–62.
12.Pokusa, T. (2007). Logistyka i marketing jako dualna koncepcja zintegrowanego zarządzania przedsiębiorstwem. Problemy Profesjologii, 2, 41–59.
13.Smyk (2018). Retrieved from: www.smykgroup.com/pl.
14.Spedinex (2017). Jak usprawnić dostawy do sieci handlowych – Smyk i Spedimex postawili na automatyzację – case study. Retrieved from: http://www.pracujwlogistyce.pl/poradnikexperta-artykuly/20-poradnik-eksperta/5707-jak-usprawnic-dostawy-do-siecihandlowych-smyk-i-spedimex-postawili-na-automatyzacje-case-study.
15.Topolsek, T., Borut, J., Cvahte, T. (2016). Increasing competitiveness with intercompany integration of Logistics and marketing functions. Production, Engineering, Archives, 10 (1), 29–32.
16.Wang, K., Wang, Y., Yao, J. (2005). A Comparative Study on Marketing Mix Models for Digital Products. In: X. Deng, Y. Ye (eds.), Internet and Network Economics (pp. 660–669). WINE 2005. Lecture Notes in Computer Science, 3828. Berlin, Heidelberg: Springer.
17.Worobjow, L. (2010). Koncepcja zarządzania logistyczno-marketingowego: uwarunkowania i etapy opracowania. Zeszyty Naukowe Polityki Europejskie, Finanse i Marketing, 3 (52), 243–252.
18.Zhou, X.J., Zhang, Q.N. (2010). Research on Construction and Generation of Logistics Value Chain. China Business and Market, 24 (4),26–29.