Retailing in a SCM-Perspective

Edited by: Herbert Kotzab, Mogens Bjerre

The book presents a cutting-edge SCM framework and integrates it with basic principles of operations, management and marketing. Out of this integration of standard marketing principles and innovative relationship marketing thinking comes new marketing strategic typologies and paradigms that promote the understanding of relationship dynamics and equips the reader with tools for identifying and implementing these strategies.

264 pages

Publication Date: 3/1/2005
Format: Paper
ISBN: 9788763001267