Supply Chain Management and Marketing Integration : A Major Source of Competitive Differentiation

The goal of Supply Chain Management (SCM) and marketing integration is to create unique competitive advantages by linking together customer values with a more effective flow of products and goods. This paper supports the emerging view that SCM strategy and marketing strategy are highly connected. Understanding barriers of SCM and marketing integration is crucial for firms in achieving competitive advantages. This research works in this direction and provides conceptual frameworks as well as models for integration of supply chain and marketing functions. It also emphasizes role of supply chain and marketing integration in delivering the right product - in the right quantity, at the right location, and at the right price