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• W2054396384 abstract "Effective supply chain management requires sharing information between nodes of the chain. In consumer chains, this demand communication often results in a bullwhip effect as demand information becomes distorted back through the chain. Building on the work of Towill et al . and Towill and McCullen, this study evaluates the impact of consumer promotions and wholesale trade deals on the performance of a supply chain. Marketing actions alone are shown to have a significant impact on supply chains." @default.
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• W2054396384 date "2003-10-01" @default.
• W2054396384 modified "2023-10-17" @default.
• W2054396384 title "The impact of marketing initiatives on the supply chain" @default.
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• W2054396384 doi "https://doi.org/10.1108/13598540310490071" @default.
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