Marketing and the customer value chain: integrating marketing and supply chain management
Auteur :
Fotiadis, Thomas / Folinas, Dimitris / Vasileiou, Konstantinos / Konstantoglou, Aggeliki
Éditeur :
Taylor & Francis Ltd
ISBN :
9781138394476
Date de publication :
1 mars 2022
Dimensions :
24,6 x 17,4 cm
Poids :
453 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.