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...

Market culture is a corporate business philosophy that puts the customer’s satisfaction first, while taking into account the role played by the other market factors. Market culture addresses the degree to which the customer’s values and beliefs are embedded within the organization and in its...