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Synchronising marketing and supply chain management policies for improving system performance

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  • Suresh Kumar Goyal
  • Richa Jain

Abstract

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.

Suggested Citation

  • Suresh Kumar Goyal & Richa Jain, 2013. "Synchronising marketing and supply chain management policies for improving system performance," International Journal of Procurement Management, Inderscience Enterprises Ltd, vol. 6(5), pages 609-619.
    • Handle: RePEc:ids:ijpman:v:6:y:2013:i:5:p:609-619
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