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About The Role of Marketing in Supply Chain Management
This document discusses the relationship between marketing concepts and supply chain management (SCM). It proposes that the marketing concept, market orientation, relationship marketing, and SCM are intertwined, not separate concepts. The marketing concept emphasizes customer focus, coordinated marketing activities, and profitability. A market orientation implements the marketing concept. Relationship marketing affects how firms and supply chains are managed. An integrated framework is proposed to show how marketing influences SCM implementation through these concepts. Future empirical research is called for to test the proposed relationships.
Detailed Information
| Author: | ['suraj rouniyar'] |
|---|---|
| Publication Year: | 2021 |
| Pages: | 24 |
| Language: | English |
| Format: | |
| Price: | FREE |
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