THE ROLE OF
MARKETING IN
SUPPLY CHAIN
MANAGEMENT
What is Marketing?
According to the American Marketing Association (1985), marketing is “the process of planning and executing the
conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy
individual and organizational goals”. In other words, the objective of marketing is creating exchanges, and the
output of it is customer satisfaction.
What is Supply Chain Management?
According to the University of Maryland, Supply chain management is the handling of the entire process of turning
raw materials into a final product. Without the supply chain, we would not have access to food and health products,
or the items that allow us to work, travel and entertain ourselves.
Importance of marketing in the
supply chain.
 Integration between the supply chain and marketing
areas is vital for businesses, so they can be better
equipped to serve customers and satisfy their needs.
It’s through this important relationship that both areas
must stay aligned with the organization’s goals and
work together, so the business can prosper on a
continuous basis.
The impact of Marketing in the
global supply chain.
Build relationships with partners.
Contributing to customer satisfaction.
Helps develop a level of market awareness.
Deliver the power of brand.
The biggest challenges for supply
chain and marketing in 2022.
Shortages and
price increases.
Crises.
Transport and
logistics.
Climate
change.
Conclusion:
Marketing plays an essential role in supply chain
management, focusing on customer-centric approaches
over production processes.
It improves communication, support, and collaboration,
ultimately increasing supply chain efficiency and creating
a business with a strong competitive advantage.