Many business-to-business (B2B) managers think that customers act rationally and base decisions mostly on price, customer loyalty isn't considered. Companies outsource various activities, which enable them to improve efficiency, reduce costs, focus more on core competencies and …
Cover -- Title -- Copyright -- Contents -- List of figures -- List of tables -- List of boxes -- Foreword -- Preface -- Acknowledgments -- 1 Achieving integration between supply chain management and marketing -- Research in business-to-business marketing -- Supply chain manageme…
Preface -- Acknowledgments -- Overlapping areas of supply chain and marketing/achieving integration between supply chain management and marketing -- Customer loyalty in the business-to-business context -- The era of omnichannel -- Managing the supply chain in the digital context…