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Is Marketing Still Part Of Supply Chain Management, And Should Marketing Academics And Practitioners Care?, Stephen M. Rutner, C. David Shepherd
Is Marketing Still Part Of Supply Chain Management, And Should Marketing Academics And Practitioners Care?, Stephen M. Rutner, C. David Shepherd
Atlantic Marketing Association Proceedings
Over the last twenty years, there has been a shift in emphasis in many colleges of business to incorporate Supply Chain Management (SCM). The questions of how to include this material and who are the responsible parties to deliver it impact the focus, depth and topics included in the SCM material. Since true SCM is boundary spanning in both academic and practitioner arenas, it is an important question to examine the role of Marketing in the overall process.
Over the past twenty years Supply Chain Management (SCM) has exploded as both an academic field of study and a critical competency …