SCM and Marketing Management : Mutual Integration

Without effective supply chain management, firms can not fulfill their promises and deliver promises made to customers. Poor supply chain management is the cause of the failure of many branding strategies. The paper highlights advantages of integration between supply chain and marketing mix strategy. It demonstrates how supply chain management can leverage the strengths of marketing mix strategy. It shows framework of marketing and supply chain management interdependence and its implications. The paper proposes SC-MM matrix for further research in this area