Creating value within the dairy supply chain

This chapter focuses on the dairy sector and it aims to point out some important topics that are linked to the marketing and the supply chain within this industry. In the introduction, this contribution strives to provide an overview of facts and trends in the global dairy industry, with particular attention to Italy. Next, important concepts concerning customer value and buying power are discussed in order to better understand the dairy supply chain structure and how trends, preferences, managerial and relational abilities are driving successful approaches. Another section is dedicated to sustainability issues, whichalso are drawing increasingly attention to this industry, as one of the core value affecting managerial decisions and business models. We will conclude by discussing some implications of international marketing strategies and providing some insights about how digital marketing can be applied to these product categories