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The Supply Chain, a Strategic Marketing Approach

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Author(s): Ionel Dumitru | Ştefan Claudiu Căescu

Journal: Amfiteatru Economic
ISSN 1582-9146

Volume: 15;
Issue: 33;
Start page: 116;
Date: 2013;
Original page

Keywords: Supply-chain | suppliers’ segmentation | suppliers targeting | suppliers positioning | marketing mix in relationship with suppliers

ABSTRACT
The main objective of this article is to integrate strategic marketing instruments within the supply chain in relationship with the suppliers. In order to integrate the commercial and economic activities at the supply chain level there is a need of developing tight relationships between the customer and the supplier. Thus, it is justified to approach the supply chain from a strategic perspective and the strategic marketing tools are perfectly applicable on the business-to-business market. Our research, has led us to the conclusion that, especially on business to business markets, organizations focus their marketing activities not only on the relationship with their customers, but on the relationship with their suppliers as well. In the supply chain, companies appear as buyers and as clients for the suppliers of goods, financial resources and of work force. Starting from this, we have developed a quantitative marketing research, interviewing 60 organizations from the business-to-business Romanian market, with the purpose of identifying the way in which companies from the B2b market integrate strategic marketing in their supply-chain.
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