ABSTRACT
Marketing and supply chain management are key business functions. Many believe that they belong in different worlds. Indeed, they rest their view on the cases of companies where boundaries with respect to their competences have not been defined with clarity, thus creating 'grey' areas with respect to the performance of daily activities. Aesop, in one of his timeless and always topical fables, refers to a middle-aged man with two mistresses. The process for the satisfaction of demand is not a univocal action. It is a multilevel and pre-functional process which required the splicing, joining and concurrence of efforts, objectives, capacities and capabilities, especially of the operating departments of marketing and supply chain management and, therefore, required the communication and coordination of their actions. Marketing and supply chain management are two concepts/functions that are interconnected. Their mutual base is customer service.
