The supply chain concept aided marketing by highlighting relationships that form a network of firms creating products for consumers. It helped change the focus from individual transactions to a more comprehensive view of the entire system. The value chain concept in marketing extends the supply...

The value and supply chain is an emerging pathway to marketing's emphasis on customers. It integrates a renewed focus on customer value and the economic and behavioral systems of the supply chain. Successful value chains can be developed with emphasis on the four practices that drive a customer...