Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Maintaining positive returns in the value and supply chain: applying tomorrow's marketing skills

Maintaining positive returns in the value and supply chain: applying tomorrow's marketing skills The value and supply chain is an emerging pathway to marketing's emphasis on customers. It integrates a renewed focus on customer value and the economic and behavioral systems of the supply chain. Successful value chains can be developed with emphasis on the four practices that drive a customer orientation. These are: relationships, interactivity, valuing customers over time, and customization. When properly integrated, these practices help to form networks operating as a competitive unit. This paper clarifies the role of value in the value chain, discusses the use of the four major elements in the value chain, and draws implications for marketers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Maintaining positive returns in the value and supply chain: applying tomorrow's marketing skills

Loading next page...
 
/lp/emerald-publishing/maintaining-positive-returns-in-the-value-and-supply-chain-applying-3I9Ej2SjQQ
Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760410568725
Publisher site
See Article on Publisher Site

Abstract

The value and supply chain is an emerging pathway to marketing's emphasis on customers. It integrates a renewed focus on customer value and the economic and behavioral systems of the supply chain. Successful value chains can be developed with emphasis on the four practices that drive a customer orientation. These are: relationships, interactivity, valuing customers over time, and customization. When properly integrated, these practices help to form networks operating as a competitive unit. This paper clarifies the role of value in the value chain, discusses the use of the four major elements in the value chain, and draws implications for marketers.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Dec 1, 2004

Keywords: Supply chain management; Value chain; Customer orientation; Relationship marketing

References