• Chinmay Modak
• Tejsinh Pisal
• Dr. Meenal Pendse

The concept of supply chain management (SCM) started in the logistics literature, and logistics has continued to have a significant impact on the concept. This study, however, proposes that the concepts of the marketing concept, a market orientation, relationship marketing, and SCM are not separate. Rather they are inextricably intertwined. The main purpose of this study is to highlight the role of marketing in the implementation of SCM by suggesting cause-and-effect relationships. Research propositions are presented and future empirical studies are called for to test the cause-and-effect relationships suggested in an integrative model.

Marketing concept, Market orientation, Relationship marketing, Supply chain management

"Relationship between marketing and supply chain management", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.1-5, June 2019, Available :http://www.jetir.org/papers/JETIR1908305.pdf

"Relationship between marketing and supply chain management", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp1-5, June 2019, Available at : http://www.jetir.org/papers/JETIR1908305.pdf