This paper discusses three unique perspectives on marketing vis-à-vis SCM: traditionalist (SCM is a small part of marketing); unionist (SCM subsumes marketing, logistics, etc.); and intersectionist (marketing and SCM are distinct disciplines with an area of overlap). Based on content analysis of marketing textbooks, marketing scholars tend to be traditionalists.
CITATION STYLE
Larson, P. D., & Kulchitsky, J. D. (2015). Perspectives on Marketing Vis-À-Vis SCM. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 304–308). Springer Nature. https://doi.org/10.1007/978-3-319-10963-3_181
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