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The Supply Chain, a Strategic Marketing Approach

Author

Listed:
  • Ionel Dumitru

    () (The Bucharest University of Economic Studies, Romania)

  • Ştefan Claudiu Căescu

    (The Bucharest University of Economic Studies, Romania)

Abstract

The main objective of this article is to integrate strategic marketing instruments within the supply chain in relationship with the suppliers. In order to integrate the commercial and economic activities at the supply chain level there is a need of developing tight relationships between the customer and the supplier. Thus, it is justified to approach the supply chain from a strategic perspective and the strategic marketing tools are perfectly applicable on the business-to-business market. Our research, has led us to the conclusion that, especially on business to business markets, organizations focus their marketing activities not only on the relationship with their customers, but on the relationship with their suppliers as well. In the supply chain, companies appear as buyers and as clients for the suppliers of goods, financial resources and of work force. Starting from this, we have developed a quantitative marketing research, interviewing 60 organizations from the business-to-business Romanian market, with the purpose of identifying the way in which companies from the B2b market integrate strategic marketing in their supply-chain.

Suggested Citation

  • Ionel Dumitru & Ştefan Claudiu Căescu, 2013. "The Supply Chain, a Strategic Marketing Approach," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(33), pages 116-127, February.
  • Handle: RePEc:aes:amfeco:v:15:y:2013:i:33:p:116-127
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    File URL: http://www.amfiteatrueconomic.ro/temp/Article_1179.pdf
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    References listed on IDEAS

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    1. Oana Seitan, 2008. "The performance of the supply chain: Strategical harmonization," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 10(24), pages 224-235, June.
    2. Yao Chen & Liang Liang & Feng Yang, 2006. "A DEA game model approach to supply chain efficiency," Annals of Operations Research, Springer, vol. 145(1), pages 5-13, July.
    3. Sollner, Albrecht & Rese, Mario, 2001. "Market segmentation and the structure of competition: applicability of the strategic group concept for an improved market segmentation on industrial markets," Journal of Business Research, Elsevier, vol. 51(1), pages 25-36, January.
    4. Mihai Felea, 2008. "The role of inventory in the supply chain," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 10(24), pages 109-121, June.
    5. P.-L. Dubois & A. Jolibert, 2005. "Le marketing," Post-Print halshs-00095259, HAL.
    6. Cristinel Vasiliu, 2008. "Warehousing – activity which contribute to supply chain performance," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 10(24), pages 94-108, June.
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    Citations

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    Cited by:

    1. Nikola Milicevic & Aleksandar Grubor, 2015. "The effect of backroom size on retail product availability – operational and technological solutions," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(39), pages 661-661, May.
    2. Cristinel Vasiliu & Mihai Ovidiu Cercel, 2015. "Innovation in retail: impact on creating a positive experience when buying fashion products," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(39), pages 583-583, May.

    More about this item

    Keywords

    Supply-chain; suppliers’ segmentation; suppliers targeting; suppliers positioning; marketing mix in relationship with suppliers;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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