Supply Chain Management: The Integration of Logistics in Marketing

摘要: Abstract Based on the phenomenon of Efficient Consumer Response (ECR), nature Supply Chain Management (SCM) is conceptualized from a channel governance point view. The theoretical typology interfirm governance, introduced by Heide [1] , applied. While ECR gains in importance for retailing business practice, few explanations effectiveness and SCM have been put forth. It suggested that there need to conceptually capture fundamental structure processes an effective relationship exist between manufacturers resellers. This even more so given logistics integration into marketing realm management successfully implement these critical systems. Once precepts are discussed, preliminary case study presented based primarily qualitative research—both secondary primary data—accumulated various working groups within Europe with greater emphasis Austrian initiative.