| Article ID: | iaor19931715 |
| Country: | United Kingdom |
| Volume: | 22 |
| Start Page Number: | 3 |
| End Page Number: | 12 |
| Publication Date: | Nov 1992 |
| Journal: | International Journal of Physical Distribution & Logistics Management |
| Authors: | Lambert Douglas M., Sterling Jay U., Harrington Thomas C. |
| Keywords: | distribution, simulation: applications |
Presents a fourth generation language computer simulation model which was developed for a major U.S. manufacturing company. Suggests that marketing and logistics managers can benefit from business planning models that simulate the financial impact of their decisions. To be effective, models must have the ability to evaluate the impact of changes in the marketing mix on product and customer profitability. Sound business decisons follow from knowledge of the behaviour of expenses, especially those associated with logistics and for assets employed.