РЕІНЖИНІРИНГ БІЗНЕС-ПРОЦЕСІВ ПРИ ФОРМУВАННІ МАРКЕТИНГОВОЇ ТА ЛОГІСТИЧНОЇ ДІЯЛЬНОСТІ ІНТЕГРОВАНИХ ПІДПРИЄМСТВ

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The article investigates the issues of business process reengineering of integrated enterprises. It is determined that the impact on the efficiency of market activities is associated with the use of marketing and logistics tools. The newest management systems will allow to combine functions (production and commercial) in the strategies for achievement of the maximum effect at positioning of the integrated enterprises in various markets. It is proved that the formation of the management system of an integrated enterprise should take place on the basis of system, complexity, integrity and unity. It has been identified that the issues of partnership marketing become especially important in the application of the marketing and logistics system and in the entry of the integrated enterprise into the target market. The main factors of influence and factors of customer-oriented management formation at the enterprises are presented. It is determined that business process reengineering requires the development of a combined internal marketing and logistics system in accordance with changes in the market environment. It is outlined that marketing logistics should be formed in order to get the best results in the management system of integrated enterprises. The necessity of using marketing through two-vector understanding, and logistics – in a broader management area is proved. Marketing logistics takes into account all the features of production and commercial activities of integrated enterprises. It is presented that the concept of marketing and logistics management in the process of reengineering the business processes of integrated enterprises will have its own functionality. The defined set of functions is a combination of marketing and logistics. The need to involve the tools of partnership marketing has been identified in the reengineering of integrated enterprises due to the peculiarities of production and commercial components of their activities. It is proved that the combination of the main activity can have target markets in different areas, so the combination of internal marketing and logistics strategies into one is a crucial stage of their effective development. Keywords: marketing, logistics, business process reengineering, integrated enterprise, marketing relations, strategies, efficiency.