none of the case successes presente

none of the case successes presented could have beenachieved without a strong coordination andcollaboration between marketing and logistics. Much of the logistics leverage plansweredriven by insightfulmarket research and the superior ogistics perfor-mance would not have had an impactup on the customers without effective marketing communications.Managersstrivingto achieve positional advantage through logistic slever agemustrecoenize therole logistics canplayinmarketingstrategyandrealize thatthis roleinvolves inextricablyinterwiningthetwofunctionsto achievea suc-cessful marketing strategy,àstrategythathasbeendemonstratedtoresult in more efficientoperationsmorersatisfiedcustomers, increasedmarket share, and higher profitability