How is Marketing Management Related with Supply Chain Management?

Abstract

Supply chain management (SCM) is lynchpin area of business practice and strategy that overlap with the discipline and practice of marketing management (MM). Inherent in emerging practices is the notion that SCM encompasses activities traditionally considered aspects of operations management & production and logistics & marketing. Defining SCM in such a broad scope considered by many scholars as the true representation of the essence of SCM which creates confusion regarding the appropriate organizational level within a business that is best suited for managerial decision making regarding the experience. This study paper contributes to the emerging SCM dialogue by highlighting the functional spaces, relationships, and several conceptual overlaps between operations management, production, logistics, marketing and supply chain management. By contrasting the literature-based conceptual boundaries of each regimen, a framework is proposed that more clearly captures the essence of the SCM decision making sphere. However, proposes that the concepts of the marketing concept, relationship marketing, and SCM are not distinct. Certainly they are inevitably intertwined. The extreme purpose of this study is to highlight the role of marketing in the implementation of SCM by suggesting cause and effect relationships.