В. Н. Парсяк, О. Ю. Жукова МАРКЕТИНГОВА ЛОГІСТИКА: СУЧАСНІ ТРЕНДИ ТА КОРИСНИЙ ДОСВІД ОРГАНІЗАЦІЇ

Abstract

Purpose. The purpose of this article is to systematize the components of marketing logistics, highlight the innovations that occur in each of them through the implementation of the achievements of the fourth industrial revolution. The article highlights the purpose of marketing logistics as an important tool of the marketing mix, capable of strengthening the competitiveness of producers of individual and industrial goods. The criteria for evaluating the effectiveness of the personnel of logistics units are presented, which are included in the basis of the plans and are used during the control of their implementation. Methodology of research. The methods of analysis, synthesis, systematization and generalization of primary information obtained during office and field research were used to solve the problems faced by the authors. Results. A list and comprehensive description of the elements that make up the marketing logistics of manufacturers whose activities are in the sphere of influence of Industry 4.0 is provided. Examples of the consequences they have on technology and the organization of the work of the relevant divisions of enterprises are given. Examples of key performance indicators that have become widespread in the practice of managing order fulfillment processes are offered. All of them create fertile ground for further thinking about improving the management of marketing logistics. The search for relevant innovations should be continuous, as they provide advantages in highly competitive markets. The practical significance of the research results. A study was carried out, the individual results of which were found in the coverage of this article, addressed to two contact audiences. The first of them is practitioners who, we hope, will enrich themselves with new ideas about marketing logistics and use them during the performance of their professional duties. The other is our dear colleagues, teachers of higher education institutions. We will be pleased if the proposed content will be useful to them during the development of didactic tools for the formation of professional competences in students of relevant fields of knowledge and specialties.