The Convergence of Supply Chain Management and Marketing Mix Strategy: Importance and Implications

Abstract

Supply Chain Management is interconnected coordination of the flow of materials, information and finances. Without effective supply chain management, firms can’t deliver on the promises made to customers. Poor supply chain management is the cause of many branding strategies failure. The objectives of this paper are firstly, to show the concept of supply chain management; secondly, to highlight advantages of integration between supply chain management and marketing mix; thirdly, to demonstrate how supply chain management can leverage the strengths of marketing mix strategy and meet the challenges of customer value creation in today’s dynamic market place; and lastly to show framework of marketing and supply chain management interdependence and its implications. The main purpose of the paper is to explore convergence of supply chain management and marketing mix strategy and propose a matrix for further research in this area.

Keywords: Supply chain management, Marketing, Marketing Mix, Convergence