ABSTRACT
This chapter shows how the Production and Operations Management (POM) and Marketing interface come together within the input-process-output typology commonly found in operations management. The integration of POM functions with Marketing continues to prove a point of considerable attention in multi-channel retailing literature. The current multichannel retailing research in POM and Marketing falls into three distinct categories, related to complex market segments, increased inventory volatility, and returned and remanufactured goods. Online search engines and advanced user interface provide richer information to consumers, the characteristics of these segments may shift to become more strategic. Firms constantly strive to reduce optimal levels of inventory by fostering better communication throughout the supply chain and aligning product distribution strategies. The issue of product returns is a still an underdeveloped research topic, one that requires understanding the combined issues of cross-functional integration of marketing and operations, and reverse flow of products.
