МАРКЕТИНГ-ЛОГІСТИКА ТА ЇЇ РОЛЬ В СУЧАСНИХ УМОВАХ

Abstract

Marketing logistics and its role in modern conditions is a profound and systematic study of the interaction between marketing and logistics, analyzing their strategic impact on the business environment in the modern era of globalization. The article examines not only individual aspects of these areas but also their interaction to achieve effective supply chain management and competitive advantages. The introduction of the article emphasizes the importance of marketing logistics in modern business, pointing out that it is defined not only as a subsystem of logistics but also as a strategic integrated approach aimed at jointly solving the tasks of marketing and logistics to satisfy consumer needs. This concept is considered in terms of its key elements, such as inventory management, delivery, information technologies, and green logistics. Furthermore, the article analyzes the impact of modern information technologies on the development of marketing logistics, particularly the use of Supply Chain Management (SCM) and Electronic Data Interchange (EDI) systems. The role of strategic management in addressing challenges and utilizing opportunities arising from the growth of global business is highlighted. A separate section is dedicated to the analysis of the impact of green logistics on marketing strategies. Considering contemporary trends towards sustainable development, the study explores how companies can use green logistics strategies to attract consumers and create a positive image. Special attention is given to studying the competitive advantages that arise from the implementation of marketing logistics strategies. It is noted that effective management of logistic processes can not only enhance supply efficiency but also become a key factor in brand development and ensuring competitiveness. The article not only examines the theoretical aspects of marketing logistics but also provides practical recommendations for companies and managers. The conclusions of the article emphasize that effective management of marketing logistics can become a strategic driver for businesses in the face of growing competition and rapid changes in the modern business environment.