The adoption of Supply Chain Optimization techniques in refinery industry is groping at a tremendous speed. Marketing, simultaneously, continues to be a critical function. Supply chain management hasbeen regarded as a back-end function, but customer relationship management, an important factor of marketing, has been thought as a front-end. These two are implemented separately. An integrated approach to both customer relationship and supply chain management helps firms get advantages. Particularly, in refinery industry Marketing is related to oil transportation strongly. We suggest an effective strategy for companies to develop an integrated demand and supply chain. Acknowledgements This work was supported by the IMT 2000 (project number: 00015993) in 2003 and BK21 project.