ABSTRACT
This chapter describes the relationships between two business functions or functional areas, marketing and logistics. It discusses positioning marketing, logistics and customer service within the so-called value chain. The chapter shows that there are great similarities between supply chain management and thinking in value chains. The value chain of a company is part of a bigger whole, which Porter calls the value system. The value system includes suppliers’ value chains, the own company value chain, distributors’ value chains and the value chains of the customers. E-commerce is the application of e-business to marketing and sales. Sometimes the purchase of products and services is also included in the term e-commerce. The e-commerce process includes: electronic presentation of goods and services, online order collection and invoicing, automated order status information, and online payment and transaction settlement. Analysts distinguish three different types of customer relationship management: Operational customer relationship management (CRM), Analytical CRM, and Collaborative CRM.
