BRIDGING THE SUPPLY CHAIN GAP: EXAMINING THE ROLE OF RETAILER ENTERPRISE MARKETING INFORMATION SYSTEMS IN MITIGATING THE BULLWHIP EFFECT . ijbms [Internet]. 2023 Sep. 1 [cited 2025 Oct. 16];3(09):01-5. Available from: https://www.academicpublishers.org/journals/index.php/ijbms/article/view/75