One of very few textbooks that combine marketing with supply chain
management, with a strong focus on the importance of the
optimization and maximization of the value chain Suitable for both
advanced undergraduate and postgraduate students studying marketing
management, marketing planning, logistics and supply chain
management Pedagogy that translates theory to practice is embedded
throughout, including theoretical mini-cases and chapter-by-chapter
objectives, summaries and reflective questions. Online resources
for lecturers and students include lecture slides, additional
exercises, example case studies and a test bank of questions.
General
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