Marketing and Logistics Led Organizations: Creating and Operating Customer Focussed Supply Networks

Logistics and marketing stand out as two disciplines which are connected, and both are critical to the provision of customer value. Marketing and Logistics Led Organizations looks at marketing-led logistics and logistics-led marketing. In the current business world, the idea of a single supply chain has been replaced by an integrated multi-channel approach. The authors therefore examine how to optimise profit and control costs through the coordination of these two functions.

Marketing and Logistics Led Organizations takes an in-depth look at physical supply chains where manufacturing of a product occurs from groceries to pharmaceuticals, and from automotive to construction. The authors examine omni-channel, how this affects the customer experience and the need for a joined-up strategy which is operationalised across all channels. They also look at the challenges of digitalisation and the customer interface with the growth of the internet as well as the intensification of competition across all sectors.

Professor Robert Mason has a business background, mainly in a variety of roles with M&S. Since 2001 he has pursued an academic career, gaining his PhD in 2009. He is now a Professor in Logistics and Programme Director for the MSc Sustainable Supply Chain Management programme at Cardiff Business School. He is also Chair of Cardiff Business School's Shadow Management Board. He has led and participated in a number of research programmes, including with Tesco as a partner, and has published over 125 papers on logistics, supply chain and operations management related issues.
Professor Mason also co-authored with Barry Evans Marketing- and Logistics- Led Organisations, published by Kogan Page in 2017. The first edition of The Lean Supply Chain, co-authored by the same authors and also published by Kogan Page, won the Les Plumes des Achats et Supply Chain 2016 - Prix des Associations award in December 2016.

Barry Evans' early career involved a variety of roles in Logistics/Distribution with Watney Mann, Rank Hovis McDougall and Royal Mail. This was followed by roles in Tesco plc, including Lean Process Manager in Tesco Supply Chain Development. He joined the Lean Enterprise Research Centre at Cardiff Business School as a Senior Research Associate. Now retired, he still does some relief teaching at the Business School.

Mr Evans' co-authored work, The Lean Supply Chain, published by Kogan Page, won the Les Plumes des Achats et Supply Chain 2016 - Prix des Associations award in December 2016.