Marketingo ir logistikos sąveikos aspektas
The Aspect of Interaction of Marketing and Logistics

Summary/Abstract: The processes of integration of marketing and logistics started in the beginning of the last century when a considerable attention was paid to proper provision of goods and services. However, since 1930, when all attention was focused on the place of selling the product, the problem of logistics has not been relevantly researched. Nowadays, companies realize the significance of these two activities and make attempts to integrate them. The link between marketing and logistics is the sphere of client servicing. Without successful cooperation of the departments of logistics and marketing a probability for a company to communicate with clients effectively would significantly decrease. Without this cooperation some clients would be dissatisfied, and the company could lose part of its profits. In logistics client servicing activity takes care of a proper place, proper time and profit, it ensures that the product is in a certain place on a certain time, suitable for a client and undamaged. Servicing of marketing clients facilitates the benefit, creating understanding of the product. However, when a company consolidates the functions of these two activities, it can achieve success. The analysis of foreign sources has shown that marketing is oriented towards creation of demand through the mix of a product, price and promotion, and the functions of logistics are more oriented towards satisfaction of demand, which means proper delivery of a proper product to the proper place on the proper time. The research carried out by foreign authors shows the significance of general activities of marketing logistics: client servicing, packing, identification of the channels of distribution and provision of information. It has proved the fact of the theory of marketing logistics that better results can be achieved by interaction of the departments of marketing and logistics.

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