ABSTRACT
What should remain at least detectable from the case examined previously is the fact that a function or a department is not worth much if the next department fails. Success does not follow from the success of one function or one department, it depends on the whole. The key parameters and essentials of the contemporary cognitive fields of marketing and supply chain management are presented in this chapter together with their contribution in the value chain. The goal of this chapter is to provide a convincing and documented cognitive framework for the two concepts which will also function as an aid for navigating the other chapters, equipping the reader’s critical thinking with the necessary conceptual and cognitive tools. The rationale on which the two business functions are structured is that they predominantly constitute a customer-oriented approach. As such it aspires – always placing the customer at the core of its interest and the ultimate culmination of all of its actions and processes – for the maximum possible satisfaction of needs in an effective and efficient manner.
