It's Time for CALM: Computer‐Aided Logistics Management

Few developments in recent years have had as great an impact on the practice of physical distribution and materials management as the introduction of computers. Many physical distribution activities (e.g., order‐processing, storage and retrieval systems and so forth) have undergone profound changes because of automation. But a distribution system which focuses on only one particular logistical activity is too restrictive to be very useful. Developing a computer‐based model requires a co‐ordinated team effort which calls upon personnel in accounting, data processing, marketing, operations research, production, traffic and other functional specialities. Hence, we will examine the role of computer‐based logistics models in marketing strategies and present some directions for future logistics modelling efforts.