Linking marketing and supply chain models for improved business strategic decision support (original) (raw)

Computers & Chemical Engineering, 2010

Abstract

A supply chain (SC) model incorporating business strategic decision components is an important tool for gaining a competitive edge in todays global market. Enterprise models of this type must encompass not only the SC, but also the demand chain since understanding the market is crucial for developing good business policies. To operate effectively, marketing activities must be coordinated with other

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