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.
Goyal, S. K., & Jain, R. (2013). Synchronising marketing and supply chain management policies for improving system performance. International Journal of Procurement Management, 6(5), 609-619. https://doi.org/10.1504/IJPM.2013.056175