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.Managers striving to achieve positional advantage through logistics leverage must recoenize therole logistics can play in marketing strategy and realize that this roleinvolves inextricably interwining the two functions to achievea suc-cessful marketing strategy,à strategy that has been demonstrated to result in more efficient operations more rsatisfied customers, in creased market share, and higher profitability