Marketing and the Customer Value Chain: Integrating Marketing and Supply Chain Management

This textbook is a comprehensive guide to marketing and supply chain management, combining theory and practice with a strong focus on optimization and value chain maximization. It is suitable for advanced undergraduate and postgraduate students and includes online resources for lecturers and students.

Format: Hardback
Length: 340 pages
Publication date: 01 March 2022
Publisher: Taylor & Francis Ltd

Combining marketing and supply chain management, this comprehensive textbook emphasizes the optimization and maximization of the value chain. It serves as a valuable resource for advanced undergraduate and postgraduate students pursuing studies in marketing management, marketing planning, logistics, and supply chain management. The pedagogy is designed to bridge theory and practice, with embedded examples, chapter-by-chapter objectives, summaries, and reflective questions. Additionally, online resources such as lecture slides, additional exercises, example case studies, and a test bank of questions are provided to enhance the learning experience for lecturers and students alike.

This textbook stands out as a rare gem among its peers by seamlessly integrating marketing and supply chain management, placing a strong emphasis on the significance of optimizing and maximizing the value chain. Its suitability extends to both advanced undergraduate and postgraduate students who are enrolled in courses related to marketing management, marketing planning, logistics, and supply chain management. The pedagogical approach adopted in this text is characterized by its ability to effectively translate theoretical concepts into practical applications. Throughout the book, theoretical mini-cases and chapter-by-chapter objectives are interspersed, accompanied by comprehensive summaries and thought-provoking reflective questions.

To further enhance the learning experience, online resources are made readily available to lecturers and students. These resources include lecture slides, supplementary exercises, example case studies, and a comprehensive test bank of questions. These additional materials provide valuable insights and facilitate a deeper understanding of the subject matter, enabling lecturers to effectively impart knowledge and guide students in their academic journey.

By offering a comprehensive and well-structured approach to marketing and supply chain management, this textbook serves as a valuable resource for students seeking to excel in these dynamic fields. Its emphasis on optimization, value creation, and practical application makes it an essential tool for anyone aspiring to pursue a career in marketing, logistics, or supply chain management.

Weight: 453g
Dimension: 246 x 174 (mm)
ISBN-13: 9781138394476