Integrating Marketing and Supply Chain Management Converging Paths to Holistic Business Success

1. Marketing and supply chain management challenges 2. Introduction to marketing and supply chain management 3. Marketing and supply chain management coexistence in today's market arena 4. Identifying the challenges and trends of marketing and supply chain management 5. Integrated framework of marketing and supply chain management 6. A systemic approach to distribution channels 7. A holistic approach to handling demand 8. Procurement from a marketing and supply chain management point of view 9. Typical approaches of marketing and supply chain management synergies 10. Technologies of marketing and supply chain management synergies 11. Supply chain management in the case of services marketing 12. Value chain management in specific sectors 13. Good ideas and practices for sustainable service supply chain management 14. Digital transformation in supply chain management 15. Digitalization, traceability and sentiment analysis: A paradigm shift in supply chain management

Biography

Thomas A. Fotiadis is Full Professor of Marketing and Head of the Marketing Laboratory in the Department of Production Engineering and Management of the Democritus University of Thrace.

Dimitris Folinas is Full Professor of Supply Chain Management at the International Hellenic University and Visiting Professor at the Hellenic Open University.

Adam Lindgreen is Full Professor of Marketing at Copenhagen Business School and Extraordinary Professor at the University of Pretoria.

Antonios Gasteratos is Full Professor of Robotics, Mechatronics and Computer Vision; Dean of the Faculty of Engineering; and Director of the Laboratory of Robotics and Automation at the Democritus University of Thrace.

Christos A. Vassiliadis is a member of the academic teaching and research staff of the Department of Business Administration of the University of Macedonia in Thessaloniki.

“This book is a crucial read for both professionals and academics, offering valuable insights into the integration of marketing and supply chain management – two traditionally distinct but interdependent business functions. By addressing the 'great divide' between demand generation and supply fulfillment, it provides readers with practical tools and methodologies to enhance organizational performance, foster collaboration, and build resilience in an increasingly complex global market.”

Wendy L. Tate, McCormick Endowed Professor of Supply Chain Management, University of Tennessee, USA

“It is wonderful to see the publication of this book that manages to build a strong bridge between marketing and supply chain management. For many companies like Apple, these two areas have become core competencies and engines of value creation. What I particularly like about this book is that it builds on a strong theoretical background while focusing on practical solutions. It is great to see that the book also emphasizes sustainable management.”

Andreas Wieland, Co-Editor-in-Chief, Journal of Supply Chain Management

“Integrating Marketing and Supply Chain Management is a much-needed approach avoiding silo-thinking and broadening the perspective. Students will benefit from the solutions offered which aim at the joint goal of creating customer satisfaction. It is most welcome that sustainability and corporate social responsibility are key constituents of this integration, ensuring that a wide set of stakeholder demands are considered while at the same time taking up the demands of the ongoing digital transformation.”
Professor Stefan Seuring, Universität Kassel, Germany

“A long-awaited book! An integrated approach to marketing and supply chain management has often been called for, and it is this approach that is at the heart of this book. This book shows perfectly how marketing and supply chain management contribute to value creation and how their effective integration can enhance that value creation. The effective integration of marketing and supply chain management as disciplines and areas of activity is becoming increasingly necessary, particularly in today’s business world faced with the challenges of sustainability and digitalisation.”
Professor Catherine Pardo, Emlyon Business School, France

“Marketing and supply chain management are often treated as separate disciplines, yet their integration is critical for business success. Integrating Marketing and Supply Chain Management bridges this gap by offering an original, research-backed perspective on how these two functions interact to create value and enhance competitiveness. The book provides comprehensive insights into strategic alignment, digital transformation, sustainability, and customer-centricity, making it a valuable resource for scholars, practitioners, and students alike. Through real-world case studies and practical frameworks, the book provides valuable guidance for those seeking to better understand the complexities of modern business operations.”
Professor Christian Kowalkowski, Linköping University, Sweden

“Marketing and supply chain management are too often treated separately. In an academic setting, they are usually taught in different courses, using different textbooks, often in different departments. But in reality, the two functional areas are strongly connected, and opportunities for integration are superficial or ignored. In this book, Folinas, Fotiadis, Lindgreen, Gasteratos, and Vassiliadis explore the common ground of these functional areas – delivering customer value and achieving customer satisfaction – and present methods, tools, and technologies that facilitate their integration.”
Professor Anthony Di Benedetto, Temple University, USA

“Integrating Marketing and Supply Chain Management is a significant contribution to integrating our understanding of both marketing and supply chain management. It incorporates all the latest thinking on technological advances made in both fields, such as Industry 4.0/5,0, AI and digital twins. Aimed at the senior undergraduate/postgraduate market, the use throughout this book of case studies, essay questions and online simulation will be significant aids in supporting the learning process.”
Professor Emeritus Peter Naudé, Manchester Metropolitan University, UK

“This book examines two scientific areas (marketing and supply chain management), which tend to be considered as separate, but they are very much integrated, interdependent, and intertwined areas, which work together in a symbiotic manner. This book provides novel and important insights extending our knowledge regarding the marketing and supply chain management interface. I am confident that the book will be a great success and enjoyable reading for the academic, student, and practitioner communities.”
Professor Michael Bourlakis, Director of Research and Director of the Centre for Logistics,
Procurement & Supply Chain Management, Cranfield University, UK

“The book makes a timely intervention into the interaction between supply chains and marketing. With the increasing use of multiple epicenters in business model innovation, the book offers guidance into how, from a marketing perspective, broader value propositions can be designed. The specific intersection between a traditional marketing focus on how products and services are delivered to markets is broadened to consider how innovative channels to customers and consumers can be integrated as value delivery mechanisms. The authors delve deeply into the technology that underpins these new delivery modes allowing readers to visualize broad value proposition development. The book delivers a conceptualization of value creation that extends the traditional remit of marketers and will be of interest to both students of marketing and professional marketers.”
Professor John Nicholson, University of Huddersfield, UK