Providing customer service in the value chain is largely the domain of two functional areas – marketing and supply chain management (SCM). Marketing and SCM often operate as self-optimizing, independent entities. Undoubtedly, one important strategic issue that needs more research is the...

Marketing combined with dynamic Supply Chain Management (SCM) provides greater flexibility to satisfy customer demand based on the needs of individual customers and their value to a firm. Marketing focuses on demand creation, while SCM on demand fulfillment. To be successful, the organizations...