ABSTRACT
Marketing and supply chain management (SCM) are two business functions which stand, as concepts and philosophies, in a constant dialectic cross-correlation. This chapter attempts to identify the main parameters of the integrated approach of both marketing and SCM that could act as the basis for the examination of the main business functions. The fact that the external environment is composed of factors which extend much further from the control of the organization notwithstanding, it is principally their composition which is that coordinate that must be continuously monitored by the competent executives, be interpreted and decoded by the enterprise, and that feeds it with information and/or feedback. Marketing and SCM departments are input providers for many activities of the company but simultaneously are responsible for the critical variables of important outflows. Organizational obstacles can also be posed on account of different priorities attributed to goals and competences of operating means for measurement.
