Supply chain management and marketing integration: enhancing customer lifetime value

The supply chain management (SCM) and marketing integration has a direct and significant impact on customers and the revenue‐earning potential of the firm. Hence, it is vital for the firm to achieve better synergy between them. SCM and marketing integration is a complex and multi‐faceted construct and hence requires strategic approach for its evaluation. This study aims to understand how to achieve SCM and marketing integration by focusing its facilitators and controlling distracters. This research develops various frameworks and models for better understanding of SCM and marketing integration. This research demonstrates the benefits of a close integration between SCM and marketing and evaluates its impact on customer lifetime value (CLV). The contribution of this article is both theoretical and practical. From a theoretical perspective, the frameworks developed for study of SCM and marketing integration are an important contribution to the existing knowledge. From a practical perspective, various models of this paper aim at providing guidelines for SCM and marketing managers for building competitive advantages by achieving SCM and marketing integration.