Marketing and supply chain management integration: strategic implications for enhancing customer value proposition

What is it about?

Providing customer service in the value chain is largely the domain of two functional areas - marketing and SCM. The research shows the advantages of integration between marketing and SCM capabilities and demonstrates how such integration can leverage their strengths. The research highlights key drivers of marketing and SCM integration and describes detailed processes and mechanisms for achieving such integration in the firms. Marketing and SCM integration is reviewed in the research to provides a basis for further empirical validation.

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Photo by Clay Banks on Unsplash

Photo by Clay Banks on Unsplash