A integração entre o marketing e a logística: um estudo de caso em uma rede de supermercados

Abstract

The interest in integration between marketing and logistics is increasing each time, as well as recognition of its importance. Several authors point out that the two functions are closely linked, and that when integrated, these functions are able to exert a very positive influence on business performance by providing process improvements and operational results, and increase the value perceived by the customer. In practice, the integration is often difficult to achieve, but when it occurs brings numerous benefits to the company. This work aims to analyze how the integration between marketing and logistics occurs and conduct a case study in order to observe whether this integration actually occurs within a company and what benefits it brings.