Abstract
While distribution was the center of marketing education until the 1950s, today the supply side of marketing has become more isolated from the demand side of marketing. Consumer behavior and engagement is the focus of academic marketing research. In organizations, supply chain is a major focus. Supply chain is very concerned about costs, while most marketing research is more concerned with demand stimulation. The great divide between marketing and supply chain is challenging the marketing discipline to be relevant to business stakeholders.
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Tamilia, R.D., Ferrell, O.C., Hopkins, K. (2020). Conclusion: Marketing Education and the Future. In: Marketing Channels and Supply Chain Networks in North America. SpringerBriefs in Business. Springer, Cham. https://doi.org/10.1007/978-3-030-44870-7_5
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DOI: https://doi.org/10.1007/978-3-030-44870-7_5
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-030-44870-7
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