Relational Approaches to Digital Marketing and Digital Supply Chain Management

Abstract

The challenges of the information age and the digital economy have had a major impact on marketing and Supply Chain Management (SCM) determining an important evolution of them, until today, when the evolved ways of digital operation of the two concepts are implemented. Achieving beneficial business results through the effective application of strategies and policies specific to the application of these concepts necessarily highlights a functional correlation between the management and execution systems of digital marketing and digital SCM. In this paper, we will present, in essence, some considerations regarding both the functional description of the correlation between digital marketing and digital SCM, even though various studies and publications have been carried out over the years, as well as considerations regarding the easy implementation of the two concepts. At the same time, we will highlight some statistical data, published by experts, regarding suppliers, distributors and customers, all in the context of digital business design.