Marketing and the Customer Value Chain

Integrating Marketing and Supply Chain Management
1. Auflage 2022
ISBN: 978-1-138-39449-0
Verlag: Routledge

Buch, Englisch, 350 Seiten, Format (B × H): 174 mm x 246 mm, Gewicht: 627 g

Marketing and supply chain management have a symbiotic relationship within any enterprise, and together they are vital for a company’s viability and success. This book offers a systemic approach to the integration of marketing and supply chain management. It examines the strategic connections and disconnections between supply chain and operations management and marketing by focusing on the factors that constitute the extended marketing mix, including product, price, promotion, people, and processes.

Key aspects of supply chain management are discussed in detail, including material handling, unit load, handling systems, and equipment, as well as warehousing and transportation, design, and packaging. The book then goes on to explore the marketing functions of intangible products (services), followed by a focus on B2B markets. Throughout, there is a strong emphasis on the optimization and maximization of the value chain through the development of a systems approach with a market-orientation. Pedagogy that translates theory to practice is embedded throughout, including theoretical mini-cases, chapter-by-chapter objectives, and summaries.

Marketing and the Customer Value Chain will help advanced undergraduate and postgraduate students appreciate how front-end marketing can interface with the back-end operations of supply chain management.

Autoren/Hrsg.

Fotiadis, Thomas

Folinas, Dimitris

Vasileiou, Konstantinos

Konstantoglou, Aggeliki

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Introduction 1. Marketing mix elements: (P)roduct: Delimitation and integrative approach with SCM 2. Elements of the marketing mix (price): Conceptual and integrated approach to Supply Chain Management 3. Marketing mix elements: (P)romotion: Delimitation and integrative approach with SCM 4. Marketing mix elements: (P)eople: Delimitation and integrative approach with SCM 5. Extended marketing mix elements: (P)hysical Evidence: Delimitation and integrative approach with SCM 6. Extended marketing mix elements: (P)rocesses: Delimitation and integrative approach with SCM 7. Transportation Management 8. Crisis Management and SCM 9. Delimitation of Industrial Markets: Features, significance, and synergies 10. Emerging trends References Index

Über Autor(innen)

Thomas Fotiadis is Associate Professor of Marketing and Director of the Marketing Laboratory, Department of Production and Management Engineering, Polytechnic School, Democritus University of Thrace, Greece.

Dimitris Folinas is Professor in the Department of Logistics at the Technological Educational Institute of Central Macedonia, Greece.

Konstantinos Vasileiou is Assistant Professor of Pharmaceutical Marketing in the Department of Pharmacy at the University of Patras, Greece.

Aggeliki Konstantoglou has a PhD in Industrial Marketing from the Democritus University of Thrace, Greece.