To meet global customer needs, it is necessary to consider the increasing complexity of the supply chain, involving various partners, processes, and approaches. The concept of global fulfillment aims to clearly define projects, develop specifications and schedules, select the best partners, and implement solutions progressively. This approach typically begins internally, where each step of the process is optimized, before gradually involving partners across the value chain. Marketers are guided by the value chain concept to understand that all of the company’s value creation processes are linked to interactive marketing. Interactive marketing relies on a deep understanding of customers to provide them with tailored products, services, and communication, partly based on the processing of internal company data, as explained by Debra Zahay and Robert Handfield.