O Impacto da Gestão de Processos Logísticos sobre a Gestão do Mix de Marketing no Varejo

Abstract

The study analyzes the impact of logistics process management on the marketing mix in retail and the elaboration of strategic plans. The research evaluates the interference of logistics in the 4Ps of marketing (Product, Price, Place, and Promotion), highlighting Product as the most influential element in the marketing mix. The study highlights the importance of the integration between logistics, marketing, and production as a strategic differentiator in the positioning of retail companies.