Making a Conceptual Framework for Supply Chain Management and Marketing Integration

Integration of Supply Chain Management (SCM) and marketing decision should be the prime concern of any profit maximizing firm. Supply chain actions, should always be aligned with business strategy of the firm that include upstream and downstream activities in order to facilitate the integration of the SCM with marketing decisions. Many research constructs and best practices within SCM and marketing seems to be converging. This paper provides a framework for enhancing and evaluating integration between SCM and marketing. The conclusion in the paper supports the importance of SCM and marketing convergence for overall better performance value chain of a firm