Relación entre resultados logísticos y de marketing en la cadena de suministro. Diferentes caminos para fabricantes y distribuidores

Teresa María Vallet Bellmunt; Pilar Rivera Torres

Relación entre resultados logísticos y de marketing en la cadena de suministro. Diferentes caminos para fabricantes y distribuidores

Teresa Vallet-Bellmunt ^[1] ; Pilar Rivera-Torres ^[2]
1. [1] Universitat Jaume I
  
  Universitat Jaume I
  
  Castellón, España
2. [2] Universidad de Zaragoza
  
  Universidad de Zaragoza
  
  Zaragoza, España
Localización: UCJC Business & Society Review, ISSN-e 2659-3270, Nº. 60, 2018, págs. 90-135
Idioma: español
Títulos paralelos:
- The relationship between logistics and marketing performance in the supply chain. Different paths for manufacturers and distributors
Enlaces
- Texto completo (pdf)
Resumen
- español
  El objetivo de este artículo es estudiar las relaciones entre los Resultados de Marketing y los Logísticos en un contexto de integración inter-organizacional, buscando diferencias entre fabricantes y distribuidores. La información ha sido proporcionada por 450 empresas del sector de materiales de construcción español. Los resultados obtenidos muestran la importancia del Servicio Logístico como instrumento para mejorar los Resultados Relacionales de la empresa integrada y los diferentes caminos que toman los Fabricantes y los Distribuidores para aumentar los Resultados de Marketing a corto y largo plazo
- English
  The aim of this paper is to study the relationships between Marketing and Logistics Performance in a context of inter-organisational integration to search for differences between Manufacturers and Distributors. The information has been provided by 450 companies in the Spanish construction materials sector. The results obtained show the importance of the Logistics Service as an instrument to improve the Relational Performance of the integrated company and the different paths that Manufacturers and Distributors take to increase short- and long-term Marketing Performance
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