Faculty Publications

Title

The impact of marketing initiatives on the supply chain

Document Type

Article

Keywords

Consumers, Demand management, Marketing management Simulation, Promotional methods, Supply chain management

Journal/Book/Conference Title

Supply Chain Management

Volume

8

Issue

4

First Page

317

Last Page

323

Abstract

Effective supply chain management requires sharing information between nodes of the chain. In consumer chains, this demand communication often results in a bullwhip effect as demand information becomes distorted back through the chain. Building on the work of Towill et al. and Towill and McCullen, this study evaluates the impact of consumer promotions and wholesale trade deals on the performance of a supply chain. Marketing actions alone are shown to have a significant impact on supply chains.

Original Publication Date

12-1-2003

DOI of published version

10.1108/13598540310490071

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