Title: Synchronising marketing and supply chain management policies for improving system performance

Authors: Suresh Kumar Goyal; Richa Jain

Addresses: Department of Decision Sciences & M.I.S., Faculty of Commerce and Administration, Concordia University, 1455 de Maisonneuve Blvd., West Montreal, Quebec, H3G 1M8, Canada ' Department of Mathematics, LK Government Degree College, Gangoh, Saharanpur, U.P., India

Abstract: The present study endorses a view that gives competitive edge to a firm and bolsters its strength. The firm needs to synchronise its marketing as well as supply chain management techniques together. With the launching of a new product, several factors come into play that affects its demand rate over a period of time. Along with - time, price, advertising expenditure, message efficiency - we have deliberated the effects of a new factor, i.e., word of mouth publicity. A simple supply chain of a single supplier and a single retailer has been considered. A joint total cost policy has been formulated for the supply chain, which is also exemplified with a numerical. The optimal solution obtained is checked for stability w.r.t various system parameters. Results obtained have been interpreted analytically.

Keywords: supply chain management; SCM; marketing; demand chain alignment; advertising; word of mouth; WoM publicity; performance improvement; system performance.

DOI: 10.1504/IJPM.2013.056175

International Journal of Procurement Management, 2013 Vol.6 No.5, pp.609 - 619

Published online: 30 Jan 2014 *

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