MARKETING-LOGISTICS INTEGRATION IN INDUSTRIAL ENTERPRISES
DOI:
https://doi.org/10.55640/Keywords:
marketing-logistics integration; S&OP; integrated business planning; OTIF; demand forecasting; inventory management; service level; digital logistics; KPI; industrial enterpriseAbstract
This paper examines marketing-logistics integration in industrial enterprises and proposes a practical model for aligning demand creation with supply fulfilment. The study synthesizes prior research and develops a Marketing-Logistics Integration Index (MLI) covering structural, technological, and relational integration. The framework links integration mechanisms (S&OP/IBP, shared KPIs, integrated CRM-ERP-WMS/TMS data) to operational outcomes such as OTIF, forecast accuracy, inventory days, and order-cycle time. A step-by-step implementation roadmap and measurement indicators are provided to support managerial decision-making and future empirical testing.
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