journal article
LitStream Collection
Simulating the Financial Impact of Marketing and Logistics Decisions
Harrington, Thomas C.; Lambert, Douglas M.; Sterling, Jay U.
1992 International Journal of Physical Distribution & Logistics Management
doi: 10.1108/09600039210022024
Presents a fourth generation language computer simulation modelwhich was developed for a major US manufacturing company. Suggests thatmarketing and logistics managers can benefit from business planningmodels that simulate the financial impact of their decisions. To beeffective, models must have the ability to evaluate the impact ofchanges in the marketing mix on product and customer profitability.Sound business decisions follow from knowledge of the behaviour ofexpenses, especially those associated with logistics and for assetsemployed.