Marketing Concepts and Instruments in Supply Chain Management

Abstract

Logistics and Supply Chain Management as a subfield of management science have their roots in the production and distribution of goods. In this chapter the basic objectives, principles and links about marketing and their relationship to logistics and supply chain management are outlined. The first—basic—part addresses the definition, logistics interaction, basic concepts, and a case study regarding marketing as a management philosophy and principle for corporate leadership. Here, “distribution channels” and “time to market” are two marketing topics particularly relevant to logistics. The advanced part of the chapter outlines detailed instruments for marketing strategies and market research. The final state of the art part of this chapter describes modern forecasting methods as well as innovation fields, including a further case study regarding future trends.