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Maintaining positive returns in the value and supply chain: applying tomorrow's marketing skills

Dennis A. Pitta (Professor at the Merrick School of Business, University of Baltimore, Baltimore, Maryland, USA)
Frank J. Franzak (Associate Professor of Marketing at Virginia Commonwealth University School of Business and Department Chairperson at Virginia Commonwealth University, Richmond, Virginia, USA)
Michael W. Little (Associate Professor of Marketing and former Associate Dean of Graduate Studies in Business, at Virginia Commonwealth University, Richmond, Virginia, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 December 2004

Abstract

The value and supply chain is an emerging pathway to marketing's emphasis on customers. It integrates a renewed focus on customer value and the economic and behavioral systems of the supply chain. Successful value chains can be developed with emphasis on the four practices that drive a customer orientation. These are: relationships, interactivity, valuing customers over time, and customization. When properly integrated, these practices help to form networks operating as a competitive unit. This paper clarifies the role of value in the value chain, discusses the use of the four major elements in the value chain, and draws implications for marketers.

Keywords

Citation

Pitta, D.A., Franzak, F.J. and Little, M.W. (2004), "Maintaining positive returns in the value and supply chain: applying tomorrow's marketing skills", Journal of Consumer Marketing, Vol. 21 No. 7, pp. 510-519. https://doi.org/10.1108/07363760410568725

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited