MARKETING FUNCTION and LOGISTICS REVISITED: Revised Dual Sub-functional Model Approach

Omer Baybars TEK


This paper attempts to point out the continued confusion in some literature with respect to the concepts of marketing and logistics, and their relatedness. These are usually, and maybe inadvertently, treated as separate and independent functions. This frame of reference can often lead to costly mistakes. Authors frequently describe them as if they are two different functions: that of marketing, and that of logistics. Actually, logistics is a submix of marketing. The fact that logistics is a part of marketing is usually ignored. This kind of approach is still prevalent in most writing. Yet we must talk about two submixes of marketing, one of which is logistics, or servicing demand, and the other, which is obtaining demand. Therefore, the connection and interdependence of marketing and logistics terminology must be put into their proper place for correct and complete analysis. For this purpose, a Dual Subfunction Model is presented to tie together logistics and the remaining part of marketing. This model may serve as a guide for more accurate analyses, or at least as a reminder for consideration by novices.


Supply Chain ; Marketing function ; logistics subfunction ; delivery ; promise management ; making promise ; keeping promise ; obtaining demand subfunction ; ethics and social responsibility in Logistics ; Value Offer Value Proposal 4Ps ; 4Cs ; Marketing

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Omer Baybars Tek’s definition in Michael R. Hyman Revising, The Structural Framework For Marketing Management, Las Cruces, NM, 2002. An earlier version of this manuscript won the Shaw Award for best paper presented at the 2001 Society for Marketing Advances conference. An abridged version of this manuscript has been accepted for publication in Journal of Business Research; Early on, the 8Ps concept was used by Lovelock, C., Wright, L., in Principles of Services Marketing and Management, 2nd edition, Upper Saddle River, NJ: Pearson , Prentice Hall, 2001, pp.13-15. But the 8Ps concept has been dropped and replaced by 7Ps by the same authors in their latter works, which is more appropriate.

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Adapted from Emerson and Grim, op.cit., p. 29.

Pride and Ferrel, Marketing, Boston; Houghton Mifflin Co., 2002, p. 395.

Murphy and Poist., op.cit., pp.15-16.


Emerson and Grimm., op.cit., p.29; also in Stock and Lambert, op. cit., p.10; Bowersox, Closs and Cooper, op.cit., pp. 73-74.

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Emerson and Grimm, op.cit., pp. 29, 30,31.

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Svensson, G., Supply Chain Management: The Re-Integration of Marketing Issues in Logistics Theory and Practice, European Business Review, vol. 14 (6), 2002, p.427.

Ibid., p.427.

Ibid., pp.427-428.

Lewis and Erickson, op.cit., p. 12.

The author’s preferred term.

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To the author these are not functions but subfunctions of marketing.

Lewis and Erickson, op.cit.,p.12

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Lewis and Erickson., op.cit., p.12.

Pride and Ferrel, op.cit., p. 395.

Coyle, Bardi and Langley Jr., op.cit., p. 43.

Stock and Lambert, op.cit.,.p.19.

Lewis and Erickson too did not use the term subfunctions for their model.

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Hoffman,, op.cit., pp. 357-358; Pride and Ferrel, op.cit.,p. 382; Emerson, and Grimm, op.cit., pp. 29-41.

Pride and Ferrel, op.cit., p. 382.

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Ibid., p. 382.

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