The Converging Link Between Supply Chain Management And Marketing In A Business to business Environment a Descriptive Study

Abstract

Over the past few years, marketing experts have transitioned from engaging in transactional interactions to establishing relational ones, prioritising nurturing long-term connections with important clients. This transition has been seen in several bodies of marketing literature, such as relationship marketing, customer relationship management (CRM), and Key Account Management (KAM). The business-to-business market includes a wide range of industrial and commercial activities throughout the supply chain, emphasising the need for key accounts to effectively handle relationships with strategically significant clients. Many deployments of Key Account Management (KAM) fail or are abandoned, despite its substantial impact on revenueThis research aims to highlight the link between marketing and SCM in managing relationships with key accounts, focusing on SMEs in Algeria