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Framing an Effective Global Marketing Supply Chain

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by Prashanth S
10 September 2012

Gone are the days when supply chain concepts were associated only with logistics, production and distribution. Increasing complexity of the marketing landscape led to the concept of Global Marketing Supply Chain (GMSC). GMSC includes all strategies and activities responsible for producing an effective marketing output to the organisation.?? Though the concept is not new, many CMOs are unable to frame an effective full-fledged Global Marketing Supply Chain as there are lot of difficulties in execution. Some of the unique challenges are: Drastic changes in the marketing channels and priorities of the customers. Advent of Web 2.0 and Social media antiquated the traditional advertising model. Evolving technologies have a high impact on the consumer behaviour, hence on the marketing supply chain Creative works are often iterative and differ with channels A fluid landscape prevails in the advertising industry. There is no winning model for the brands The supply market is highly complicated and fragmented. It is difficult to find a supplier with all capabilities and global presence

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