The purpose of this paper is to verify the alignment between market orientation and supply chain integration practices for improving performance in small and medium-sized enterprises (SMEs). A model of the relationships between variables was derived from the literature. Data from 327 SMEs were...

Chapter 1 Marketing Environment -- Chapter 2 Marketing Management Planning -- Chapter 3 Segmentation, Targeting And Positioning -- Chapter 4 Product And Packaging Decision -- Chapter 5 Brand Management -- Chapter 6 Consumer Behaviour (B2C and B2B) -- Chapter 7 Supply Chain Management -- Chapter...

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...