Potential for Sustainable Marketing that Provides Value to both Customers and Supply Chain
Analysis of EC Site Sales Record Data
DOI:
https://doi.org/10.52731/lbds.003.115Abstract
Marketing aims to provide new value to customers and maximize it. However, for a rapid increase in the burden on the supply chain rapidly owing to the maximization of customer value is not healthy. This study proposes a sustainable marketing approach that can provide value to both customers and the supply chain. The results reveal the possibility of reducing the aforementioned burden while increasing sales, which is the value provided to customers, more than conventional marketing.
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