Development of logistics and effective marketing communications of holding companies on international markets

Abstract

The scientific article substantiates the expediency of using the powerful potential of holding companies of Ukraine regarding the possibilities of their development of logistics connections and marketing communications on international markets for the recovery of Ukraine’s economy. It has been proven that marketing communications in the modern world significantly influence the interaction and development of economic relations between business entities that can combine their efforts to achieve synergy effects, in logistics, as well as in general to increase financial results from such consolidation. The current legislation of Ukraine regarding the creation and functioning of holding companies has been analyzed. The study of official statistical data made it possible to conclude that holding companies in Ukraine are mostly informal in nature, which leads to the need to adapt legislative and procedural requirements for the registration of new holdings, their reporting, the conduct of business activities by them, bringing them into compliance with the modern needs of economic development. Economic entities should be interested in creating holding companies according to official procedures, develop their potential legally for the benefit of the economy of Ukraine and with their own economic benefit. Then they will build new logistics chains, marketing communications on international markets. And this will contribute to the recovery of the economy of Ukraine due to the marketing potential and strategic capabilities of the holding companies, in logistics. Emphasized attention is paid to the fact that under the current conditions of digital transformations, these processes in logistics and marketing communications of integrated business formations should also be based on innovative approaches, where digital marketing should occupy a prominent place, the balanced implementation of artificial intelligence algorithms in logistics connections on international markets.