IDEAS home Printed from https://ideas.repec.org/a/aes/amfeco/v15y2013i33p116-127.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://www.amfiteatrueconomic.ro/temp/Article_1179.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    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. 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.
    3. 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.
    4. P.-L. Dubois & A. Jolibert, 2005. "Le marketing," Post-Print halshs-00095259, HAL.
    5. 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.
    6. 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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. repec:aud:audfin:v:20:y:2018:i:49:p:647 is not listed on IDEAS
    3. 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.
    4. repec:aud:audfin:v:20:y:2018:i:49:p:616 is not listed on IDEAS
    5. Daniel Adrian Gârdan & Mihai Andronie & Iuliana Petronela Gârdan & Irina Elena Andronie & Mariana Iatagan & Iulian Hurloiu, 2018. "Bioeconomy Development and Using of Intellectual Capital for the Creation of Competitive Advantages by SMEs in the Field of Biotechnology," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 20(49), pages 647-647, August.
    6. Alexandru –Mircea Nedelea & Marilena Mironiuc & Maria Carmen Huian & Mihaela B?rsan & Maria Viorica Bedrule-Grigoruta, 2018. "Modeled Interdependencies between Intellectual Capital, Circular Economy and Economic Growth in the Context of Bioeconomy," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 20(49), pages 616-616, August.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Muhammad Rizwan & Mahmood ul Hassan & Nabila jamil & Rida zahra & Rawal rasheed & Raheeel nawaz, 2013. "The Adoption of Mobile Advertisement a Study from Pakistan," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 3(2), pages 101-113, February.
    2. Mihai Felea & Irina Albăstroiu, 2013. "Defining the Concept of Supply Chain Management and its Relevance to Romanian Academics and Practitioners," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(33), pages 74-88, February.
    3. Alexandra VINEREAN, 2013. "The Influence of Hedonic and Utilitarian Motivators on Likelihood to Buy a Tourism Package," Expert Journal of Marketing, Sprint Investify, vol. 1(1), pages 28-37.
    4. Kao, Chiang, 2014. "Network data envelopment analysis: A review," European Journal of Operational Research, Elsevier, vol. 239(1), pages 1-16.
    5. Cornelia Pop & Smaranda Cosma, 2005. "Cluj Hotels’ Distinctive Features," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.
    6. Wymer, Walter, 2010. "Rethinking the boundaries of social marketing: Activism or advertising?," Journal of Business Research, Elsevier, vol. 63(2), pages 99-103, February.
    7. Hashem Omrani & Farzane Adabi & Narges Adabi, 2017. "Designing an efficient supply chain network with uncertain data: a robust optimization—data envelopment analysis approach," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 68(7), pages 816-828, July.
    8. Arcelus, F.J. & Kumar, Satyendra & Srinivasan, G., 2012. "The effectiveness of manufacturer vs. retailer rebates within a newsvendor framework," European Journal of Operational Research, Elsevier, vol. 219(2), pages 252-263.
    9. Jamilah Ahmad & Imran Ali & Georgiana Florentina Grigore & Alin Stancu, 2012. "Studying Consumers’ Ecological Consciousness – A Comparative Analysis of Romania, Malaysia and Pakistan," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(31), pages 84-98, February.
    10. VINEREAN Alexandra, 2013. "Consumer Behavior In Tourism And The Influencing Factors Of The Decision Making Process," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 65(2), pages 186-198.
    11. Zhongbao Zhou & Mei Wang & Hui Ding & Chaoqun Ma & Wenbin Liu, 2013. "Further study of production possibility set and performance evaluation model in supply chain DEA," Annals of Operations Research, Springer, vol. 206(1), pages 585-592, July.
    12. Lorenzo Castelli & Raffaele Pesenti & Walter Ukovich, 2010. "A classification of DEA models when the internal structure of the Decision Making Units is considered," Annals of Operations Research, Springer, vol. 173(1), pages 207-235, January.
    13. Ang, Sheng & Liu, Pei & Yang, Feng, 2020. "Intra-Organizational and inter-organizational resource allocation in two-stage network systems," Omega, Elsevier, vol. 91(C).
    14. Ke Wang, 2013. "Efficiency evaluation of multistage supply chain with data envelopment analysis models," CEEP-BIT Working Papers 48, Center for Energy and Environmental Policy Research (CEEP), Beijing Institute of Technology.
    15. Luis Fernando Hor-Meyll & Marcel Correia de Lima & Jorge Brantes Ferreira, 2014. "Why Should I Accept Ads on my Mobile Phone? Factors Affecting the Acceptance by Brazilian Teenagers," Brazilian Business Review, Fucape Business School, vol. 11(4), pages 130-150, August.
    16. Abhishek & Mathen, Nidhi, 2014. "The Potential of Mobile Coupons: Current Status and Future Promises," IIMA Working Papers WP2014-07-03, Indian Institute of Management Ahmedabad, Research and Publication Department.
    17. Tavakoli, Ibrahim M. & Mostafaee, Amin, 2019. "Free disposal hull efficiency scores of units with network structures," European Journal of Operational Research, Elsevier, vol. 277(3), pages 1027-1036.
    18. Xiyang Lei & Yongjun Li & Qiwei Xie & Liang Liang, 2015. "Measuring Olympics achievements based on a parallel DEA approach," Annals of Operations Research, Springer, vol. 226(1), pages 379-396, March.
    19. Ishfaq, Rafay & Clark, Mark & Raja, Uzma, 2015. "Horizontal Cooperation in Network Expansion: An Empirical Evaluation of Gas Transportation Networks," Journal of the Transportation Research Forum, Transportation Research Forum, vol. 54(1).
    20. Hemant Bamoriya & Rajendra Singh, 2012. "SMS Advertising in India: Is TAM a Robust Model for Explaining Intention?," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 3(1).

    More about this item

    Keywords

    Supply-chain; suppliers’ segmentation; suppliers targeting; suppliers positioning; marketing mix in relationship with suppliers;
    All these keywords.

    JEL classification:

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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aes:amfeco:v:15:y:2013:i:33:p:116-127. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Valentin Dumitru (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.