Marketing and supply chain management integration: strategic implications for enhancing customer value proposition Online publication date: Thu, 14-Jul-2011
by Pankaj M. Madhani
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 5, No. 2, 2011
Abstract: This paper aims to investigate between the renewed emphasis and interests in integration of marketing and supply chain management (SCM) strategies. Providing customer service in the value chain is largely the domain of two functional areas – marketing and SCM. Collaborative integration between these functions is necessary for the firms in gaining competitive advantage. Such firms are more successful in enhancing customer value proposition. This paper shows the advantages of integration between marketing and SCM capabilities and demonstrates how such integration can leverage their strengths. The paper highlights key drivers of marketing and SCM integration and describes detailed processes and mechanisms for achieving such integration in the firms. The prior literature on marketing and SCM integration is reviewed and an evaluation framework is presented which exhibits the benefits of marketing and SCM integration and provides a basis for further empirical validation.
Online publication date: Thu, 14-Jul-2011
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Customer Relationship Management (IJECRM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email firstname.lastname@example.org