Aligning marketing and operations for more effective and efficient 'total operations'
by David Walters; Jyotirmoyee Bhattacharjya
International Journal of Logistics Economics and Globalisation (IJLEG), Vol. 5, No. 2, 2013

Abstract: As the current financial crisis deepens businesses seek more efficiency in managing their responses to customer demand. For many organisations this presents difficulties as the need to create, or maintain, competitive advantage in declining markets has required greater focus on fit for purpose and time for response; typically this has created a requirement for a coordinated response from marketing and operations management. This paper identifies changes that have occurred in both activities and suggests how coordinated interaction between them can achieve improved value delivery.

Online publication date: Thu, 04-Sep-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Logistics Economics and Globalisation (IJLEG):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com