Improving the Use of Marketing Strategies in the Modern Logistics System

Abstract

In the rapidly evolving world of global commerce, the integration of marketing strategies into the modern logistics system stands as a critical pivot for organizational success. This research premised on the synergy between marketing and logistics, seeks to unveil methodologies for improving their congruence. Adopting a mixed-methods approach, combining both qualitative and quantitative data, we investigated the current state of marketing-logistics integration across various industries. Our objectives were threefold: (1) to understand the extent of current marketing strategy applications within logistics, (2) to identify potential areas for strategic enhancement, and (3) to propose actionable recommendations for businesses. The main findings revealed that while some industries have adeptly married marketing with logistics, a significant number are yet to fully leverage the advantages of this integration. Primary barriers include a lack of understanding of modern logistics capabilities, siloed departmental functions, and resistance to change. This study underscores the untapped potential in streamlining marketing strategies within the modern logistics framework, presenting a compelling case for a more cohesive approach.