3. How Do We Plan and Manage in a Changing Environment?

Distribution, the finished product end of the logistics mix, has often been described as the “long‐neglected side of marketing”. It is, in fact, the “positioning” element and therefore a crucial, if not the most important, component. Position or place is about fulfilling demand and inspiring demand, providing inroads to the lifeline of any organisation: repeat purchase. The other “Ps” of marketing: Product, Price and Promotion, help to create demand. Distribution satisfies it and, done properly, feeds it. That is why the distribution or logistics manager should be actively involved in the planning of other related functions: marketing, production, purchasing and finance. All these should work together in a common aim: satisfying the customer.