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100			_aDeshmukh, Arun Kuma _921636
245			_aDemand chain management: the marketing and supply chain interface redefined. _cArun Kumar Deshmukh and Ashutosh Moha
260			_a Hydrabad _bI UP Publication _cMarch 2016
300			_a21- 36 P. _bPaper
500			_aAs a customer facing interface, customer-centric marketing orientation has gained prominence among academicians and practitioners, however, the success of a business transaction equally hinges on back office function, i.e., Supply Chain Management (SCM). Several businesses operated these functions as two different silos which ultimately hindered their overall business performance. This calls for an integrative thinking which combines the two (marketing and SCM) to constitute a synergistic concept, i.e., Demand Chain Management (DCM). Several researches so far conceptualized and empirically examined the issues related to marketing and SCM separately, and DCM, however, still remained a fancy idea to play with. Hence, in this paper, the authors explore the conceptual foundations of DCM in general. The paper elucidates the key concepts associated with demand chain management, followed by real-time cases of two apparel retailers, i.e., Shoppers Stop and Zara. The cases discuss the success stories of the two retailers, made possible by the effective execution of DCM. The study comprises the use of both interpretive paradigm and constructivist epistemolo
610			_aShoppers Stop Ltd. _921637
650			_aDemand Chain Planning _921638
650			_aSupply Chain Management _921639
650			_aBusiness Models _921640
650			_aMarketing _921641
650			_aDemand Chain Planning Supply Chain Management Marketing Business Models Shoppers Stop Ltd. _921642
700			_aMohan, Ashutosh _921643
773	0		_030425 _958642 _aMURTHY, E N _dIUP PUBLICATION HYDERADAB _o5555605 _tSUPPLY CHAIN MANAGEMENT
942			_2ddc _cJA-ARTICLE
999			_c43011 _d43011