The Supply Chain, a Strategic Marketing Approach
Ionel Dumitru () and
Ştefan Claudiu Căescu
Additional contact information
Ionel Dumitru: The Bucharest University of Economic Studies, Romania
Ştefan Claudiu Căescu: The Bucharest University of Economic Studies, Romania
The AMFITEATRU ECONOMIC journal, 2013, vol. 15, issue 33, 116-127
The main objective of this article is to integrate strategic marketing instruments within the supply chain in relationship with the suppliers. In order to integrate the commercial and economic activities at the supply chain level there is a need of developing tight relationships between the customer and the supplier. Thus, it is justified to approach the supply chain from a strategic perspective and the strategic marketing tools are perfectly applicable on the business-to-business market. Our research, has led us to the conclusion that, especially on business to business markets, organizations focus their marketing activities not only on the relationship with their customers, but on the relationship with their suppliers as well. In the supply chain, companies appear as buyers and as clients for the suppliers of goods, financial resources and of work force. Starting from this, we have developed a quantitative marketing research, interviewing 60 organizations from the business-to-business Romanian market, with the purpose of identifying the way in which companies from the B2b market integrate strategic marketing in their supply-chain.
Keywords: Supply-chain; suppliers’ segmentation; suppliers targeting; suppliers positioning; marketing mix in relationship with suppliers (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations View citations in EconPapers (2) Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:aes:amfeco:v:15:y:2013:i:33:p:116-127
Access Statistics for this article
More articles in The AMFITEATRU ECONOMIC journal from Academy of Economic Studies - Bucharest, Romania Contact information at EDIRC.
Series data maintained by Valentin Dumitru ().