Value Creation Through Integration of Supply Chain Management and Marketing Strategy

There has been a drastic increase in the pressure on organizations to find new ways to create and deliver value to customers through SCM and marketing initiatives. The goal of SCM and marketing integration is to create unique competitive advantages by linking together customer values with a more effective flow of products. The flow must always be refined and create customer value proposition in a constantly changing market. This paper provides an evaluation framework for measurement of performance improvement observed with integration of SCM and marketing