Recent trends in the literature on the impact of marketing in supply and demand chain

This paper investigates the relationship between the demand and supply chain and the concept of marketing based on a literature review based on twenty-nine papers between 2009-1999. The preliminary literature review indicated that the discussion in the papers outline primarily the differences between the supply/demand chain and the resulting impact on marketing; investigating further into elements of brand, advertising, demand creation and other tools. The literature review indicated that the papers are rather in exploratory stage dominated by case studies followed by analysis of existing theoretical models and lastly but finally ways on how application could be improved. The findings of this paper directs to the notion that although the integration of both concept and the impact on/of the marketing is present in the recent years, there is still room for further research incorporating the application of market driven supply chains.