Marketing logistics management in e-retail : the essence and selected practical aspects

The growing demands of consumers evoke the need for enterprises to undertake many innovative activities aimed at the greatest possible satisfaction of the client with the assumption of optimizing the costs of these activities. One of the modern methods of managing both the enterprise itself and the entire supply chain is the marketing logistics management concept. Marketing logistics management is a kind of expression of the coupling and integration of two concepts: logistics as a concept of flow-oriented management and marketing as a market-oriented concept of business management. The objective of the article is to present the concept of marketing logistics management and to point out its selected practical aspects in the area of e-retail. At the beginning of the article the concept of marketing logistics management was clarified and then its e-retail characteristics were described. In this part reference is made to the 4C concept in relation to marketing activities and the impact of this concept on the area of logistics activities was pointed out. The next part of the article describes a practical example of implementing activities, which integrate the area of marketing and logistics in a trading company. The conclusions were formulated at the final part of the article. The paper uses the methods of literature review, case study analysis and synthesis.