Documente Academic
Documente Profesional
Documente Cultură
BASIC OF LOGISTICS
LOGISTICA
Y MERCADEO INTERNACIONAL
AUTOR: Javier Arles López Astaiza
Translation and update: Johana Paola Hoyos Jiménez
INDEX
2
2 POLITÉCNICO GRANCOLOMBIANO
INTRODUCTION
Learning
to
plan,
organize,
schedule
and
control
the
logistics
chain
and
the
marketing
scheme
of
an
organization
is
the
daily
challenge
of
those
who
study
these
exciting
topics.
And
that
is
precisely
the
ability
to
meet:
functions
of
procurement,
production
and
distribution,
is
what
is
known
as
integrated
logistics
or
supply
chain
management.
Having
designed
activities
to
generate
and
facilitate
exchanges
with
the
intention
of
satisfy
needs
or
desires
of
individuals
or
organizations,
it
is
what
moves
the
"marketing
in
the
business
world."
Have
a
set
of
skills,
ethical
values,
skills
and
discipline
through
which
a
recognizable
seal
is
achieved
by
any
organization
or
community,
it
is
also
an
added
value
that
each
day
becomes
a
corporate
necessity.
The
main
objective
of
this
unit
is
to
develop
critical
analysis
on
logistics
and
international
markets.
Having
the
concepts
and
basic
notions,
identifying
fundamentals
variables
of
intelligence
of
business
and
information
systems,
as
well
as
the
international
supply
chain,
conceptualizing
strategic
markets
that
companies
develop
in
an
increasingly
global
environment.
ACADEMIC RECOMMENDATIONS
• The
key
recommendation
is
to
devote
sufficient
time
to
study
the
theoretical
basis,
clarifying
the
doubts
and
related
them
with
real
cases
and
the
actual
experiences
of
Logistics
and
Marketing
in
companies
in
International
Business.
• To
read
each
one
of
the
primers
of
the
course.
• To
review
the
support
materials
and
supplementary
readings.
• To
perform
a
research
of
the
concepts
described
for
each
week.
• To
build
your
own
reading
records
with
key
ideas,
own
analysis
and
bibliographic
reference
source.
• To
review
the
schedule
of
activities
and
evaluation
criteria.
• To
participate
on
the
activities
and
to
comply
with
expected
deliveries.
4
4 POLITÉCNICO GRANCOLOMBIANO
Logistics
and
International
Marketing
have
been
developed
independently
within
companies,
which
has
caused
friction,
unnecessary
conflict
and
ambiguity
in
the
assigned
functions.
This
undoubtedly
affects
to
the
end
customer
when
the
goods
and/or
services
is
not
delivered
promptly
or
there
is
a
deficiency
in
compliance
with
the
conditions
agreed
with
the
consumer.
Logistics
and
Marketing
share
common
goals:
customer
satisfaction
and
profits
for
the
company
as
well
as
its
maintenance
and
increase
participation
in
the
labor
market.
This
is
only
achieved
when
all
consumer
needs
are
completely
satisfied
and
both
areas
work
jointly
and
coherently
according
to
effectively
meet
the
expectations
of
its
customers.
Marketing
variables
are,
among
others:
price,
place,
promotion,
product
and
after-‐sales
service,
which
allow
the
company
to
achieve
optimal
levels
of
competitiveness;
One
of
these
variables
and
that
is
very
important
is
the
timely
distribution.
So,
the
logistics
area
must
have
the
knowledge
of
each
marketing
actions
in
order
to
plan
and
coordinate
each
one
of
the
dispatches
for
product
delivery
is
in
a
timely
manner,
at
the
right
time,
right
place,
at
appropriate
cost,
in
the
hands
of
the
end
customers
and
meeting
completely
their
needs.
It
may
be
thought
that
logistics
area
should
only
be
informed
about
the
decisions
and
actions
of
marketing
to
ensure
that
the
product
reaches
the
end
customer
to
meet
all
requirements.
But
communication
must
be
bilateral,
that
is
to
say,
marketing
management
should
know
about
distribution
logistics,
analyzing
aspects
such
as
geographical
location,
costs,
sales
volumes,
storage
centers,
times
and
frequencies
of
goods
delivery,
local
regulations
and
requirements
of
the
customer,
among
other
things,
which
will
help
to
identify
optimal
distribution
channels
for
placing
the
goods
at
the
final
consumer.
Logistics
contributes
to
marketing,
as
noted,
mainly
with
the
distribution
of
products
effectively,
but
this
discipline
goes
far
beyond,
starting
from
the
supply
of
raw
material
until
bring
it
to
the
company
for
processing,
and
then,
distribute
the
product
with
the
above
characteristics.
In
addition,
logistics
support
with
storage,
a
decisive
step
for
customer
satisfaction,
the
“raison
d'etre"
of
any
organization.
The
combination
of
these
two
areas
helps
to
provide
a
timely
and
effective
response
that
in
conjunction
with
the
marketing
mix
results
in
some
competitive
advantages.
It
should
be
noted
that
marketing
needs
of
logistics,
as
it
is
a
means
for
the
product
reaches
the
final
consumer
and
logistics
must
work
based
on
marketing.
These
two
areas
must
have
a
permanent
interaction
and
feedback,
as
well
as
excellent
communication
to
work
in
order
to
meet
the
proposed
objectives
and
goals
aiming
at
customer
satisfaction.
The
contributions
of
Albert
and
Theodore
Levitt
(2006)
have
become
a
good
framework
to
discuss
the
development
of
marketing
and
logistics
in
a
process
of
companies’
internationalization,
becoming
fundamental
elements
for
optimal
management
of
modern
organizations.
Good
management
relies
on
marketing
and
logistics,
as
these
two
activities
integrate
all
processes
related
to
the
identification
and
provision
of
appropriate
products
in
the
amounts
and
indicated
place,
at
the
right
time
and
top
quality.
The
origins
of
logistics
term
comes
from
the
military
field,
related
to
the
acquisition
and
supply
of
materials
required
to
fulfill
an
applied
mission.
Lots
and
lots
of
articles
point
to
the
fact
that
it's
from
the
French
word
"Logistique"
which
first
appeared
in
the
book
"The
Art
of
War"
in
1838
by
Baron
Henri
de
Jomini
who
was
the
general
in
French
army
during
Napoleon's
time
(Supplychainopz,
2016).
In
the
fifties,
after
the
Second
World
War,
demand
grew
in
industrialized
countries
and
distribution
capacity
was
lower
than
sales
and
production.
This
resulted
in
the
proliferation
of
products
in
the
departments
of
marketing,
who
chose
to
sell
any
item
anywhere
possible,
and
distribution
channels
began
to
be
obsolete.
Therefore,
top
management,
aware
that
the
physical
distribution
had
to
be
efficient
and
represent
profitability
rather
than
expenses,
it
began
testing
substantial
changes
in
distribution
systems
and
it
started
to
have
its
own
identity
within
the
structure
of
the
organization.
Therefore,
the
origins
of
logistics
in
the
distribution
department
controlled
storage,
transportation
and
handling
part
orders
are
given.
In
the
mid-‐sixties,
entrepreneurs
began
to
realize
that
reducing
inventories
and
receivables
increased
cash
flow
and
saw
that
profitability
could
improve
if
properly
planned
distribution
operations.
At
the
end
of
that
decade,
the
concept
of
materials
management
appears,
developed
from
a
situation
of
scarcity
and
disruption
of
supplies,
but
whose
aim
was
the
same:
to
provide
a
certain
level
of
service
with
minimal
social
cost.
This
period
until
1979
is
known
as
the
"maturity"
of
logistics,
because
the
company
becomes
aware
of
the
importance
of
it.
Since
1980,
logistics
is
consolidated
as
a
result
of
the
uncertainty
generated
by
the
characteristic
economic
recession
of
the
decade;
management
of
the
entire
distribution
process
is
essential.
Logistics
is
perhaps
the
process
that
more
uses
technological
advances
in
areas
such
as
electronics,
computer
science
and
mechanics,
it
has
simplified
the
management
of
the
supply
chain
through
the
use
of
electronic
document
exchange
for
transactions
and
accounting
code
bar
to
identify
products
and
services,
material
transport
systems
to
reduce
delivery
times
and
handling.
Thus,
the
most
important
items
that
make
operational
costs
that
affect
the
final
product
yield
are
reduced.
On
the
other
hand,
technology
is
putting
all
the
items
on
the
table
so
that
people
do
not
have
to
leave
their
homes
to
purchase
products.
Poorly
differentiated
mass
consumption
goods
are
sold
by
telephone,
distributed
directly
home.
People
go
to
stores
to
look,
touch
and
try
products
that
then
buy
from
their
home.
Another
very
6
6 POLITÉCNICO GRANCOLOMBIANO
marked
in
the
current
consumer
trend
is
the
ability
to
choose
between
different
products
according
to
their
actual
benefits,
with
increasing
disloyalty
to
brands.
Logistics
is
not
only
to
manage
the
supply
chain;
it
also
means
eliminating
intermediaries
that
add
cost
to
the
product.
Logistics
provides
the
means
for
the
consumer
to
contact
the
products,
compare
them
and
if
necessary,
demand
related
services
Figure
2.
Delivery
This
first
stage
corresponds
to
the
earliest
days
of
humanity,
when
there
was
no
social
organization
and
each
family
group
was
bound
to
be
self-‐sufficient.
It
is
obvious
that
in
these
conditions
could
be
no
trade,
which
is
why
we
consider
that
at
this
stage
there
was
no
marketing.
Marketing
did
not
exist
in
villages
and
ancient
tribes
that
inhabited
the
earth,
but
as
evolved
human
beings,
the
organization
developing
trade
for
self-‐preservation
and
survival
of
human,
which
makes
try
to
satisfy
their
basic
needs
then
the
secondary
and
then
superfluous.
Thus
the
development
of
peoples,
forces
the
increase
and
expansion
of
its
territory
reaching
to
generate
marketing.
Barter Stage
Given
the
emergence
of
the
first
forms
of
division
and
specialization
of
labor,
primitive
man
came
to
realize
that
he
could
have
things
he
did
not
produce,
making
the
change
or
barter
with
other
peoples
or
tribes,
and
this
happened
when
someone
collected
more
of
what
could
eat
or
use,
from
there
began
to
appear
surplus
production
in
many
households.
This
situation
led
to
the
custom
of
exchanging
products
between
different
groups.
Today
we
can
think
that
it
was
at
that
time
that
appeared,
in
a
rudimentary
form,
“Marketing”.
It
is
well
known
that
barter
posed
operational
difficulties.
it
was
not
only
needed
to
find
the
person
who
had
the
wanted
product,
but
also
own
the
product
required
by
the
other.
When
appeare
a
stable
and
known
place
for
making
transactions
what
characterizes
this
historical
stage,
it
appears
exchange
of
goods
that
could
be
considered
as
one
of
the
great
revolutions
in
commercial
history.
The
first
men
who
developed
exchange
activities
and
they
have
to
communicate
their
arguments.
These
techniques,
used
by
the
first
merchants
of
the
earth
have
been
improved
by
the
Babylonians,
the
Egyptians,
the
Greeks
and
Romans
until
our
days.
8
8 POLITÉCNICO GRANCOLOMBIANO
Monetary
stage
When
man
analyzed
the
use
and
service
of
the
products,
began
to
generate
the
value
later
someone
give
it
a
monetarily
value.
The
appearance
of
the
coin
is
also
a
great
event
in
the
history
of
marketing.
Its
use
eliminated
many
of
the
hardships
suffered
by
businessmen
of
that
time,
speeding
up
the
domestic
and
international
trade.
Figure
3.
Currency
In
Chinese
civilization,
the
great
inventions
were
originated.
One
of
them,
paper,
by
the
second
century
of
our
era,
when
Tsai
Lun,
manufactures
the
first
sheet
of
handmade
paper.
This
is
crucial
for
marketing,
it
is
the
start
of
mass
written
communication.
Calligraphy
and
painting
as
arts
to
reach
the
masses.
From
China
and
through
Arabs
paper
was
introduced
in
Europe.
The
first
paper
factory,
which
displaces
the
parchment
and
papyrus,
was
established
in
Játiva
(Valencia),
Spain,
by
the
year
1178.
The
mass
dissemination
of
concepts
and
ideas
could
not
be
massively
before
Luis
Senefelder
invented
the
lithographic.
By
the
same
time,
Louis
Robert
invented
a
machine
to
produce
paper
industrially,
which
allows,
with
the
machine
Senefelder
massification
print
magazine
and
books,
first
mass
media
that
made
possible
marketing.
The
invention
of
the
steam
engine
(James
Watt,
1760)
and
subsequent
application
to
industry,
initially
in
the
English
looms
and
progressively
in
other
fields,
completely
transformed
production
systems
and
forced
employers
to
seek
new
marketing
techniques
(research,
sales,
advertising,
distribution,
etc).
It
is
here
where
appear
the
origins
of
modern
marketing.
Figure
4.
Industrial
Revolution
10
10 POLITÉCNICO GRANCOLOMBIANO
Stage
Mass
Production
According
to
different
analysts
the
beginning
of
this
stage
is
in
1903,
when
it
was
finally
organized
the
Ford
company
and
set
a
precedent
in
the
history
of
companies
with
an
international
dimension.
In
the
period
between
that
year
and
today
well-‐known
facts
occurred
because
of
their
importance,
affecting
the
marketing
year,
among
these
are:
Figure
5.
International
logistics
Materials:
logistics
manages
the
flow
of
materials,
starting
with
the
purchase
of
raw
materials
and
ending
with
the
sale
to
the
customer.
Transport
through
logistics
we
can
choose
the
best
transportation
to
send
our
goods
in
the
shortest
time,
the
safest
and
lowest
cost.
Production:
logistics
also
manages
all
flows
of
goods
while
they
are
in
production.
Therefore,
it
manages
raw
materials,
semi-‐finished
and
finished
products.
Customer
service:
includes
all
those
before
or
after
sale
covering
the
management
of
flows
of
goods
or
services
and
information
services.
Purchasing:
purchases
of
raw
materials
and
/
or
accessories
necessary
to
manufacture
the
final
product
or
service.
Import
/
Export:
logistics
manages,
manipulates
and
condition
the
goods
so
that
they
can
be
sent
(exported)
or
received
(imported)
in
foreign
markets.
Warehouses:
in
warehouses
is
where
raw
materials,
semi-‐finished
products
and
the
finished
products
are
stored.
Keep
in
mind
that
when
quality
policies
are
not
performed
in
logistics
processes
an
important
increase
of
costs
occurs,
not
only
in
the
handling
of
goods,
but
also
on
transport.
The
non-‐use
of
inter-‐modality
(combination
of
different
transport),
may
cause
the
increase
of
the
total
price
of
transport.
Today
there
are
already
some
very
interesting
connections
to
get
faster
traffic
at
a
cheaper
price.
It
should
be
considered
an
important
term
when
talking
about
logistics:
reverse
logistics.
It
is
the
logistics
that
handles
with
the
waste
flow
and
product
returns.it
has
a
great
importance
and
condition
the
use
of
materials
and
product
components.
it
has
an
additional
cost
to
cover
the
treatment
of
the
waste.
It
can
also
be
extended
to
product
returns,
whether
new
or
obsolete,
since
treatment
may
have
some
complex
conditions
of
reuse.
12
12 POLITÉCNICO GRANCOLOMBIANO
Just
in
time
(JIT)
is
an
inventory
strategy
developed
in
Japan
in
the
70s,
companies
employ
it
to
increase
efficiency
and
decrease
waste
by
receiving
goods
only
as
they
are
needed
in
the
production
process,
thereby
reducing
inventory
costs.
This
method
requires
producers
to
forecast
demand
accurately.
The
Kanban
system
is
a
pull
system
approach
that
gives
authorization
to
produce
at
a
required
rate
and
specific
time
in
order
to
replenish
part
that
already
consumed
by
the
customer.
As
one
of
the
lean
manufacturing
principles,
Kanban
system
emphasized
minimum
level
of
inventory
by
producing
only
what
is
needed.
It
ensures
the
supply
of
the
right
product,
at
the
right
time,
in
the
right
quantity
and
at
the
right
place.
Kanban
system
becomes
practical;
it
synchronizes
all
manufacturing
activities
entire
manufacturing
with
customer
demand
it
is
the
oversight
of
materials,
information,
and
finances
as
they
move
in
a
process
from
supplier
to
manufacturer
to
wholesaler
to
retailer
to
consumer.
SCM
involves
coordinating
and
integrating
these
flows
both
within
and
among
companies.
It
means
that
the
ultimate
goal
of
any
effective
supply
chain
management
system
is
to
reduce
inventory.
14
14 POLITÉCNICO GRANCOLOMBIANO
Efficient
Consumer
Response
(ECR)
is
a
strategy
to
increase
the
level
of
services
to
consumers
through
close
cooperation
among
retailers,
wholesalers,
and
manufacturers
in
order
to
improve
the
efficiency
of
a
supply
chain
as
a
whole;
they
can
consequently
gain
larger
profits
than
each
of
them
pursuing
their
own
business
goals.
Companies
who
compose
the
supply
chain
can
reduce
the
opportunity
loss,
inventory
level,
and
entire
cost,
as
well
as
increase
monetary
profitability
by
sharing
the
purpose
of
"customer
satisfaction".
Short
sea
shipping
(SSS)
is
the
maritime
transport
of
goods
over
relatively
short
distances,
as
opposed
to
the
intercontinental
cross-‐ocean
deep-‐sea
shipping.
Figure
9.
Marketing
Marketing
is
the
discipline
dedicated
to
develop
strategies
for
the
commercial
management
of
companies,
seeking
to
stimulate
the
demand.
Marketing
tasks
include
analyzing
the
behavior
of
consumers
and
the
market.
16
16 POLITÉCNICO GRANCOLOMBIANO
products
on
the
market.
One
of
the
responsibilities
of
marketing
is
to
retain
consumers
for
this
the
product
should
meet
consumer
needs.
In
international
marketing,
it
is
important
that
the
expert
be
clear
about
what
these
needs
are
and
how
the
product
to
be
marketed
can
meet
them.
To
meet
this
objective,
it
is
necessary
to
work
in
the
field
of
foreign
market
research.
International
marketing
has
to
know
the
characteristics
of
this
environment
to
make
appropriate
recommendations
on
the
design
and
product
development.
Once
the
product
is
introduced
in
the
market,
it's
time
to
try
to
retain
consumers
and
to
develop
expansion
strategies.
International
marketing
is
a
type
of
marketing
to
the
internationalization
of
a
company,
not
just
the
export
of
goods
and
/
or
services
but
also
the
transformation
of
the
company
into
a
supranational
entity.
You
can
find
multiple
forms
of
marketing
or
marketing
internationalization
processes,
where
we
could
highlight:
To
generate
profits
and
grow
the
market,
you
should
not
always
walk
a
known
and
safe
way;
Blue
Ocean
Strategy
is
to
create
demand
in
a
space
not
covered
so
far,
an
unspoiled
sea,
rather
than
compete
face
to
face
with
the
other
companies
in
an
existing
industry.
Opposite
to
Blue
Ocean
is
"Red
Ocean",
where
businesses
viciously
fight
against
each
other
for
a
share
of
the
marketplace.
The
dynamic
that
exists
in
a
red
ocean
is
a
competition
between
companies
looking
to
get
better
performance
than
the
others,
grab
a
larger
market
share,
giving
consumers
what
they
ask
for,
what
everyone
knows
that
they
need.
As
the
market
space
grows,
the
chances
of
profit
for
each
particular
company
decrease;
that
is
the
time
when
aggressive
measures
start,
which
aim
to
reach
the
top
regardless
of
the
consequences,
without
pity
for
the
competitors.
This
ruthless
war
colors
the
ocean
of
blood
and
this
is
why
this
“Red
Ocean”
is
called.
Instead,
according
to
the
blue
ocean
strategy,
organizations
should
find
a
way
to
work
in
a
marketplace
that
is
free
of
competitors.
Blue
Ocean
represents
a
point
on
the
map
that
has
not
been
discovered
yet,
an
unknown
space
without
competition
or
demand;
the
first
to
sail
clear
waters
is
responsible
for
creating
this
demand,
to
show
consumers
a
totally
new
product
or
service,
and
to
convince
them
that
they
need
it.
18
18 POLITÉCNICO GRANCOLOMBIANO
Relying
on
an
unprecedented
marketing
strategy
may
have
several
situations
that
endanger
the
continuity
of
a
company:
that
revolutionary
product
or
service
does
not
generate
the
desired
impact
and
could
be
impossible
to
recover
the
investment;
that
acceptance
is
very
slow
or
that
competitors
quickly
see
the
potential
and
produce
improved
imitations,
capturing
the
attention
of
consumers
more
effectively.
Be
aware
that
of
distribution
depends
largely
the
stability
of
enterprises.
For
a
product,
whatever
it
is
comes
to
an
end
destination
or
the
final
consumer,
it
has
to
pass
through
several
hands,
this
is
the
way
that
specialists
call
the
distribution
channel,
which
in
many
cases
is
the
difference
between
staying
or
leaving
the
market.
In
short,
distribution
channel
is
the
way
that
take
the
product
to
go
from
company
to
consumer,
but
it
is
not
always
the
same,
as
well
as
can
be
that
the
product
comes
directly
from
producer
to
consumer;
also,
it
can
use
distributors
or
other
producers.
When
we
talk
about
direct
path,
we
mean
the
shortest
distance
between
the
producer
and
the
consumer,
that
is
to
say
the
distribution
is
direct.
The
channel
of
distributors
are
individuals
or
companies
that
are
responsible
to
make
the
goods
or
services
produced
by
the
company
reach
the
hands
of
the
consumer,
with
an
increase
in
the
cost
of
intermediation.
Distributors
are
several
types:
Suppliers: people who are responsible for selling the product at wholesale or retail.
There
are
also
institutional
channels,
which
are
composed
of
representatives
of
institutions
that
acquire
products
for
the
benefit
of
its
customer
base,
including
schools,
hospitals,
etc.
When
we
talk
about
other
producers,
we
mean
that
if
the
company
produces
semi-‐finished
products,
there
are
others
responsible
for
completing
the
product
for
delivery
to
the
final
consumer.
As
we
have
already
seen
the
distribution,
channels
are
limited
by
the
characteristics
of:
Consumers:
such
as
number
and
geographical
location
of
these,
which
affects
sales
volumes.
Products,
the
size,
durability,
the
unit
value,
standardization,
if
it
requires
special
qualities
on
distributors,
such
as
storage
capacity,
financial
solvency.
The
ability
of
distributors
to
carry,
publicize,
provide
credit.
Competition,
if
you
want
to
be
competitive
you
should
be
on
par
with
competitors
and
that
means
that
should
use
the
same
channels.
Each
one
of
the
members
of
a
distribution
channel
assumes
responsibilities;
the
members
acquire
commitments
and
execute
tasks
to
achieve
the
goal
of
distribution.
Tasks,
commitments
and
responsibilities
are
given
about
the
terms
of
payment,
prices,
product
transport,
storage
and
20
20 POLITÉCNICO GRANCOLOMBIANO
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22 POLITÉCNICO GRANCOLOMBIANO