Ali, Abdul ORCID: https://orcid.org/0000-0002-3034-8628 (2019) Technology-enabled marketing and supply chain collaboration. In: Singh Dadwal, Sumesh, (ed.) Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer. Advances in Marketing, Customer Relationship Management, and E-Services . IGI Global, Hershey, PA, USA, pp. 223-240. ISBN 9781799801337, 1799801330 ISSN 2327-5502 (doi:10.4018/978-1-7998-0131-3.ch011)

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Abstract

The concepts of marketing and supply chain management, despite their intertwined heritage, are treated in isolation in the literature. Several recent studies have endeavoured to demonstrate the synergies between them. However, the need for technology-enabled marketing for SC collaboration is still in its infancy. This chapter outlines the supply chain management, supply chain collaboration, and technology-enabled marketing. The chapter also highlights the need for technology-enabled marketing for supply chain collaboration. This study also extended the relational view theory in the context of relationship orientation to form collaborative relationships in the supply chain. This study suggested that an organisation could harness the synergy through integrating marketing strategies and SC collaboration

Item Type:	Book Section
Uncontrolled Keywords:	Digital Marketing, Technology-Enabled Marketing, Supply Chain Management, Supply Chain Collaboration
Subjects:	H Social Sciences > HF Commerce Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Systems Management & Strategy
Last Modified:	25 Aug 2021 10:18
URI:	http://gala.gre.ac.uk/id/eprint/33428

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