INTEGRATION OF MARKETING AND LOGISTICS GOALS IN THE SYSTEM OF RESOURCES AND MANAGEMENT OF THE ENTERPRISE
DOI:
https://doi.org/10.15330/apred.1.21.297-305Keywords:
marketing, logistics, supply chain, enterprise resources, optimisation, competitivenessAbstract
The article is concerned with substantiating the theoretical and applied principles of the relationship between marketing and logistics in the enterprise management system and developing recommendations for their integration to improve the efficiency of use of enterprise resources and increase its competitiveness. To achieve this goal, the study used the following methods: theoretical research method, comparative analysis method, general logical method, and generalisation method.
The authors examine the direction of marketing and logistics in the system of enterprise operation. The orientation of marketing towards market research, consumer behaviour, product promotion, and ensuring customer satisfaction and loyalty is clarified. It is noted that logistics is focused on the organisation of efficient processes of supply, storage, transportation, and stock formation. Special emphasis is placed on the opportunities that result from the integration of these activities. The article presents the key points of contact between marketing and logistics - pricing policy, development of packaging policy, forecasting of markets for goods, creation of a distribution system, formation of a warehouse network, inventory policy, customer service policy, order management. Despite the common goal of customer satisfaction, there are some differences in the goals of marketing and logistics at the access points. These contradictions can be resolved by finding ‘areas of compromise’. It is noted that such an approach allows optimising the use of enterprise resources, ensuring a sufficient level of customer service, reducing costs and increasing the flexibility and adaptability of the enterprise in changing market conditions. In the course of the study, the functional relationship between marketing and logistics as integrated components of the enterprise's resource and management system was systematised. The expediency of coordination of marketing and logistics actions in order to improve the efficiency of management and optimise the use of resources in the enterprise has been substantiated.
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