Previous research has identified that the marketing and logistics functions come into conflict and disagreement on a number of issues. The present paper discusses marketer views for improving cooperation with the logistics function, and finds that the most frequently used cooperation techniques are top management support, information sharing, and a philosophy of cooperation. These are rather simple concepts, and their implementation can be accomplished at a relatively low cost and with minimal organizational disruption.
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Murphy et al. (1994) studied this question.
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