Abstract
The article considers the problems in the field of logistic system management and analyzes the role of marketing communications in solving these problems. Based on the research, it was found that marketing communications can improve the connections established between the individual links of the logistics chain, which determines the effectiveness of the entire economic system and the degree of integration. Relevant research has not been conducted yet in the country, therefore, effective utilization of the concluded recommendations will help to raise the level of management of transport hubs in Georgia. The results of the study can be used by companies working in the field of international maritime transport, air, rail and road. It is assumed that if European and Asian producers increase the shipment of their products through our country from Europe to Asia or vice versa, the effective use of Georgia’s transit capacity (function) will be guaranteed. The methodological basis of the article is bibliographic studies of Georgian and foreign scientists in the field of logistics systems management and marketing, data collection, observation, survey (in-depth interview). The method of data collection is mainly used in local logistics companies, where the situation with the use of marketing communications was analysed.
Highlights
Marketing communications in logistics companies can be established in informational, direct, reversible, and other forms
We examined the activities of 15 B2B products and service companies operating in Georgia, from 15th of January to 10th of April, 2021
In the context of globalization and internationalization of the world economy, improvement of the management of logistics systems requires the development of a high level of marketing communications and the use of marketing intermediaries in the transport channels
Summary
Marketing communications in logistics companies can be established in informational, direct, reversible, and other forms. Management of the logistics system includes the control of the movement and placement of material flows, the integration of the individual logistics process into unified system to minimize the delivery time of the goods to the right place at a low cost. The challenge is that unified system requires the mutual economic interests of the individual entities Under such conditions, it will be possible to achieve a result-oriented approach to the process of movement of goods. One of the ways of proper management of the logistics system represents periodic, continuous updating of marketing communications between its components (warehouses and transport nodes). Planning of material flows includes the control of the logistics company budget, operational and calendar planning of transportation processes, warehouse network, control of information systems and production of final products. Inventory management includes demand forecasting, control and management of inventories of finished products, semifinished products, raw materials
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