THE ROLE OF LOGISTICS PERFORMANCE IN INCREASING MARKETING STRATEGY EFFECTIVENESS
Keywords:
logistics performance, marketing strategy effectiveness, supply chain integration, on-time in-full (OTIF), inventory visibility, distribution, promotional reliability, logistics-marketing alignment, perfect order fulfilment, digital logistics.Abstract
This article establishes logistics performance as a foundational driver of marketing strategy effectiveness in distribution. It argues that reliable delivery, inventory visibility, and supply chain agility are not just operational goals but critical marketing enablers. By ensuring promotional goods arrive on time and in full, logistics directly supports campaign success, retailer trust, and brand reputation. The article provides a framework for integrating logistics data into marketing planning, transforming the supply chain from a cost centre into a key source of competitive advantage and customer satisfaction.
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