Alignment of Marketing Management with Supply Chain Process for Sustainability

ALIGNMENT OF
MARKETING
MANAGEMENT WITH
SUPPLY CHAIN PROCESS.
A quest for Sustainability.

INTRODUCTION
• Every Product needs marketing to be
successful and remain in completion.
• However with sustainability in marketing,
soon the organization will fail to survive in
the market.
• The production of the goods happen in the
supply chain process.
• Sustainability must be brought in both
production and marketing, to increase
customer retention and win customer
loyalty.

THE CHOSEN ARTICLE
 Brindley, C. and Oxborrow, L., 2014. Aligning the sustainable
supply chain to green marketing needs: A case
study. Industrial Marketing Management, 43(1), pp.45-55.

5 KEY POINTS FROM THE ARTICLE
 It is challenging for the organizations to align the green
marketing requirements with the supply chain process and
procurement.
 There is a difference in the perspective of the organization
between sustainability in marketing and sustainable
procurement of products.
 There should be feedback from the marketing team back to
procurement team in order to align the sustainability goals.
 The marketing management has a greater scope for
synchronization with the supply chain process.
 There should be actions to achieve stability in supply with a
market position that is stable and sustainable.