Marketing and the Customer Value Chain: Integrating Marketing and Supply Chain Management

ISBN-13: 9781138394490 / Angielski / Miękka / 2022 / 340 str.

Thomas Fotiadis; Dimitris Folinas; Konstantinos Vasileiou

Opis

This book offers a systemic approach to the integration of Marketing and Supply Chain Management. It examines the strategic connections 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.