RELATIONSHIPS MARKETING STRATEGIES IN SUPPLY CHAINS

Supply chain management is one effective strategy for gaining competitive advantages, and thus it is attracting the attention of researchers trying to explain the nature of this concept, to find the reasons for its appearance, and to study its perspectives for further development. One of those perspectives is the integration of marketing and supply chain management: on the one hand, this allows for a significant increase in effectiveness of the supply chain; on the other hand, it demands serious further development of the conceptual basis. The goal of this article is to study relational strategies between partners in a supply chain, as the basis for the idea of supply chain management. This article examines cooperative, competitive, and commanding strategies of such relations and analyzes empirical data from Russian companies