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Simon Pollard of AMR Research says companies are spending too much money on logistics and marketing, through lack of synchronisation between the two worlds.
Bridging the gap - Part 1 | Part 2
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Simon Pollard: integration and collaboration need to start at home
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Logistics costs can be reduced by adopting best-in-class supply chain processes and technologies. However, one critical cost driver – demand predictability – remains under the influence and control of sales and marketing.
In a similar vein, gargantuan sales and marketing spending can be tracked and analysed, but it cannot be truly optimised without considering the related fulfilment and logistics constraints and opportunities.
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Conspectus 2002
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Copyright © 2002
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