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Thomas Fotiadis is an Associate Professor of Marketing and Head of the Marketing Laboratory in the Department of Production and Management Engineering, School of Engineering at Democritus University of Thrace, Greece.    Adam Lindgreen is Professor and Head of Department of Marketing at Copenhagen Business School, Denmark and Extraordinary Professor at University of Pretoria’s Gordon Institute of Business Science, South Africa.    George J. Siomkos is Professor of Marketing at the Athens University of Economics \u0026amp; Business (AUEB), Director of the MSc Program in Services Management and previously Dean of the School of Business, AUEB, Greece.    Christina Öberg is Professor at CTF Service Research Center, Karlstad University and associated with the Ratio Institute, Sweden.     Dimitris Folinas is Professor in the Department of Supply Chain Management at International Hellenic University, Greece.","brand":"WoB","offers":[{"title":"GB \/ NEW \/ GARDNERS","offer_id":49747247989009,"sku":"NGR9781529778533","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ NEW \/ INGRAM","offer_id":52682945560849,"sku":"NLS9781529778533","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1529778530.jpg?v=1751406575"},{"product_id":"marketing-and-the-customer-value-chain-book-thomas-fotiadis-9781138394490","title":"Marketing and the Customer Value Chain","description":"Marketing and supply chain management have a symbiotic relationship within any enterprise, and together they are vital for a company’s viability and success. This book offers a systemic approach to the integration of marketing and supply chain management. It examines the strategic connections and disconnections between supply chain and operations management and marketing by focusing on the factors that constitute the extended marketing mix, including product, price, promotion, people, and processes.  Key aspects of supply chain management are discussed in detail, including material handling, unit load, handling systems, and equipment, as well as warehousing and transportation, design, and packaging. The book then goes on to explore the marketing functions of intangible products (services), followed by a focus on B2B markets. Throughout, there is a strong emphasis on the optimization and maximization of the value chain through the development of a systems approach with a market-orientation. Pedagogy that translates theory to practice is embedded throughout, including theoretical mini-cases, chapter-by-chapter objectives, and summaries.  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