conclusion
there has been a drastic increase in the pressure on organization to find new ways to create and deliver value to customers through scm and marketing initiatives the goal of scm and marketing integration is to create unique competitive advantages by linking together customer values with a more effective flow of product
the flow must always be refined and must create customer value proposition in a constantly changing market
this paper provides an evaluation framework for measurement of performance improvement observed with integration of scm
and marketing
the findings of this paper can further be strengthened by performance evaluation of key cross-functional driver of scm and marketing
being a conceptual paper,further research is required in this area to quantify the benefits of scm and marketing integration