Synchronising marketing and supply chain management policies for improving system performance

S.K. Goyal, R. Jain

Research output: Contribution to journalArticleAcademicpeer-review

3 Citations (Scopus)


The present study endorses a view that gives competitive edge to a firm and bolsters its strength. The firm needs to synchronise its marketing as well as supply chain management techniques together. With the launching of a new product, several factors come into play that affects its demand rate over a period of time. Along with – time, price, advertising expenditure, message efficiency – we have deliberated the effects of a new factor, i.e., word of mouth publicity. A simple supply chain of a single supplier and a single retailer has been considered. A joint total cost policy has been formulated for the supply chain, which is also exemplified with a numerical. The optimal solution obtained is checked for stability w.r.t various system parameters. Results obtained have been interpreted analytically.
Original languageEnglish
Pages (from-to)609-619
JournalInternational Journal of Procurement Management
Issue number5
Publication statusPublished - 2013
Externally publishedYes


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