D.Rajasekar

ABSTRACT

Reverse Marketing demands a different perspective on the role of supply and how it should be managed. When it is considered the mirror image of marketing and afforded top management attention, the supply area can have a substantial bottom-line impact with savings in the five to thirty percent range. Translated into profits, a five percent savings in supply dollars may increase profits between thirty and fifty percent. Leenders and Blenkhorn document the innovative efforts of major American and Foreign firms in both the public and private sector which have tested the reverse marketing concept and found that it is essential for quality control, MRP, JIT, global demands, and keeping the competitive edge. This study examines the reverse marketing perspective and its application in the marketing arena.