The Role of Marketing Channels in Supply Chain Management
Abstract
This paper synthesizes five decades of supply chain-related research from premier managerially oriented marketing journals and provides a state-of-the-art integration and forecasting of where the field is heading. Such a review identifies where the field of supply chain management (SCM) has been, where it is, and where it is likely to go within the domain of marketing. Importantly, our paper involves a strategic discovery of the anchoring of SCM...
Paper Details
Title
The Role of Marketing Channels in Supply Chain Management
Published Date
Dec 1, 2015
Journal
Volume
91
Issue
4
Pages
586 - 609
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