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A management model of the supply chain, which incorporates strategic business components, is becoming of paramount importance to gain a competitive advantage in the market place. To be successful, the business model has to consider not only the supply chain, but also the demand chain that requires an understanding of the market and customer behavior. Marketing is a boundary-spanning activity, linking the selling entities with buyers and intermediate channels. To operate more effectively, marketing activities should be coordinated with other functional areas of the company. Specially, the interface of marketing—SC management is a topic that deserves further study. Business managers should evaluate the balance between marketing and supply chain planning decisions in order to enhance the performance of the overall business metric: the shareholders value. Recently, there is a significant trend that drives business managers to implement marketing science models to reach more rational and comprehensive decisions. In this chapter, a mathematical model is presented for the enterprise that accounts for the three main business functionalities (i.e., operations, finances and marketing). The underlying problem is tackled by developing a MINLP model, which optimizes in tandem the supply chain and the marketing strategic decisions. Finally, the main advantages of coordinated decisions are discussed through an illustrative example. |
