Resumen

MONTERO BARBADO, Lilian María; CASTELLANOS PALLEROLS, Graciela  y  RUIZ QUESADA, Sonia Caridad. The Distribution Model with an Integrated Logistics and Marketing Approach. Econ. y Desarrollo [online]. 2023, vol.167, n.1  Epub 10-Mar-2023. ISSN 0252-8584.

Today, the success of any organization depends more and more on its business processes being efficient, effective and generating competitive advantages. In this sense, the management of retail distribution, seen with an integrated approach to logistics and marketing, plays an important role. It will allow decision-making with both approaches and adapt to the new demands of the market and society. In the bibliographic study, an insufficient integration is identified in the theory and practice of commercial distribution management with an integrated approach to logistics and marketing. In correspondence with the above, this article proposes a critical analysis of commercial distribution management models and other models that in their conception take into account distribution as a variable. Study that provides the theoretical-methodological foundations for the design of a retail distribution management model with an integrated approach.

Palabras clave : distribution management; logistics; marketing; processes..

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