Sep 21 2014
Marketing Logístico – ESIC
Es la hora del Marketing Logístico. Después de haber puesto mucho foco durante años en la Calidad, el Marketing y la Logística se han de apoyar en el Marketing Logístico. La crisis es demasiado intensa para seguir con el mismo paradigma. Cómo de rápido reaccionemos a cambios bruscos en la demanda manteniendo altos niveles de servicio nos marcará la capacidad de identificar y capturar oportunidades más rápidamente que nuestros competidores.
A modo de resumen podemos decir que el Marketing Logístico se basa en un modelo simple que reconoce las tres áreas clave que deben estar estratégicamente conectadas: el Mercado, la entrega de «Valor” al Cliente y la Cadena de Suministros. Servicio y Eficiencia.
El producto en manos del Cliente tiene mucho más «Valor” que el mismo producto en el Almacén, extendamos la línea de producción hasta el Cliente y consideremos el «producto terminado” cuando esté en manos del Cliente.
El Marketing Logístico, trata de actuar como interfaz entre las actividades de Marketing y la Logística de la organización, con el fin de alinear sus respectivas estrategias en el contexto de una Cadena de Suministros extendida. Es decir, desde el punto de vista del Management, Marketing Logístico significa poner el producto adecuado a disposición del consumidor adecuado, en el lugar y el momento adecuados.
El objetivo de este Curso Especializado es proporcionar los conocimientos y las habilidades necesarias que permitan mediante la aplicación de las herramientas y mejores prácticas, comprender cómo las decisiones en las funciones del Marketing Logístico afectan a la satisfacción de las diferentes necesidades del cliente, a la mejora y a la eficiencia en las organizaciones.
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