Customer-Centred Supply Chain Management (CCSCM) combines the concept of marketing with Supply Chain Management (SCM) and Demand Chain Management (DCM). SCM is a term used to describe how companies and locations coordinate the movement of products and services, while DCM refers to the control of interactions between consumers and suppliers to provide the most value to the consumer at the lowest cost to the DCM as a whole. This research examines the advantages of both marketing and SCM. Second, it illustrates how DCM may leverage marketing and SCM skills to address the problems of presenting customer value in the modern marketplace; and third, it presents a conceptual framework for DCM with recommendations for more research into the objectives of marketing in the field of DCM. The findings of our discovery-oriented validating focus groups and co-development workshop are compared to those of our literature review. The few current works on DCM will be addressed and the concept will be presented in this research paper. Recent discussions in Supply Chain Management (SCM) have focused on whether the supply chain is "lean" or "agile".