CONCEPTS FOR MARKETING LOGISTICS AS A RESULT OF THE INTEGRATION OF LOGISTICS AND MARKETING OF AN ENTERPRISE

Abstract

In the context of increasing market competition and the digital transformation of business processes, the integration of logistics and marketing functions has become a key factor in enhancing enterprise efficiency and customer value creation. This paper examines marketing logistics as an integrated management concept that combines the coordination of material, information, and financial flows with market-oriented strategies. The study aims to clarify the theoretical foundations, structural components, and functional mechanisms of marketing logistics and to determine its role in improving competitiveness, service quality, and cost optimization. Using a systematic and comparative analysis, the interdependence between logistics operations and marketing decisions is revealed, particularly in demand forecasting, distribution channel management, inventory control, and customer service. The findings demonstrate that the integration of logistics and marketing ensures faster response to market changes, reduces transaction costs, and strengthens long-term customer relationships. The paper proposes a conceptual model of marketing logistics that supports strategic alignment between supply chain processes and market requirements. The results contribute to the development of effective enterprise management practices and provide methodological guidance for implementing integrated logistics-marketing systems in modern organizations.