Putting "M"arketing Back in S&OP

Chase Jr., Charles W.
March 2013
Journal of Business Forecasting;Spring2013, Vol. 32 Issue 1, p4
Academic Journal
The article focuses on the inclusion of marketing in the sales and operations planning (S&OP) to balance the supply chain management. It mentions that many people are unaware that in S&OP, S stands for sales and marketing, and states that sales and marketing operations planning (SM&OP) integrates supply to demand. It informs that traditional view of supply chain puts emphasis on supply efficiency than on the analytics of demand but now companies focus on market-driven value chains.


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