Marketing Logistics as a Modern Concept of Enterprise Management

Abstract

The article is devoted to highlighting the results of the study on the essence of the enterprise's marketing logistics. The purpose of the study is to substantiate theoretical foundations of marketing logistics as a modern integrative concept of enterprise management based on the systematization and critical analysis of scientific approaches of Ukrainian and foreign scholars to defining its essence. The study is based on methods of systemic analysis, comparative and critical analysis of scientific sources, synthesis, and generalization of theoretical approaches to defining the essence of marketing logistics. The information base involves the works of the leading Ukrainian and foreign scholars in marketing, logistics, and strategic enterprise management. Results. It has been established that marketing logistics is an integrative management concept that synthesizes marketing and logistics approaches to enterprise management, ensuring the simultaneous implementation of the external vector (market and consumer orientation) and the internal vector (rational organization of logistics processes). An original definition of marketing logistics has been formulated as an enterprise management system that ensures coordinated interaction of marketing and logistics processes with the aim of meeting consumer needs and achieving sustainable competitive advantages. Conclusions. It has been substantiated that effective integration of marketing and logistics generates a synergistic effect, which manifests itself in increasing the level of consumer satisfaction and strengthening the competitive position of the enterprise. Practical implementation of the marketing logistics concept will contribute to cost optimization, improvement of consumer service quality, and enhancement of the competitiveness of Ukrainian enterprises. Further research should be directed towards developing practical tools for implementing marketing logistics at enterprises of various industries, considering the specifics of their activities and the conditions of digital transformation.