Marketing and the Customer Value Chain

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 chainSuitable for both advanced undergraduate and postgraduate students studying marketing management, marketing planning, logistics and supply chain managementPedagogy 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.