ICA: Integrating physical distribution
Introduction
Successful marketers must pay attention to the distribution customer service they provide their customers. They also must worry about the cost of the service they provide–because ultimately the price of a product should cover the cost. Deciding on the right balance between the distribution customer service level and the costs of transporting and storing is sometimes difficult–and identifying how best to achieve that balance can be even more of a challenge. The job of integrating all of the logistics activities is even more complicated when it requires coordination among different firms in a channel. But the job
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