Synchronising marketing and supply chain management policies for improving system performance Online publication date: Thu, 30-Jan-2014
by Suresh Kumar Goyal; Richa Jain
International Journal of Procurement Management (IJPM), Vol. 6, No. 5, 2013
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.
Online publication date: Thu, 30-Jan-2014
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 Procurement Management (IJPM):
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 email@example.com