The impact of marketing initiatives on the supply chain

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.

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