The Role of Digital Technologies in Optimizing the Functioning of the Marketing and Logistics System of the Enterprise
(Pages 2019-2026)Volodymyr Lagodiienko1,*, Iryna Perevozova2, Liudmila Bakhchivanzhi3, Kateryna Ozarko4, Viktoriia Milcheva5 and Olena Orlova6
1D.Sc. in Economics, Professor, Department of Marketing, Entrepreneurship and Trade, Odesa National University of Technology, Odesa 65039, Ukraine.
2D.Sc. in Economics, Professor, Department of Entrepreneurship and Marketing, Ivano-Frankivsk National Technical Oil and Gas University, Ivano-Frankivsk 76019, Ukraine.
3PhD in Economics, Associate Professor, Department of Marketing, Entrepreneurship and Trade, Odesa National University of Technology, Odesa 65039, Ukraine.
4PhD in Economics, Associate Professor, Department of Marketing, Management, Public Management and Administration, State University of Intellectual Technologies and Communications, 65023 Odesa, Ukraine.
5PhD in Economics, Associate Professor, Department of Marketing, Entrepreneurship and Trade, Odesa National University of Technology, Odesa 65039, Ukraine.
6PhD student, Department of Entrepreneurship and Marketing, Ivano-Frankivsk National Technical University of Oil and Gas, Ivano-Frankivsk 76019, Ukraine.
DOI: https://doi.org/10.55365/1923.x2023.21.217
Abstract:
The article analyzes the role of digital technologies in optimizing the functioning of the enterprise's marketing and logistics system. The main aspects of the marketing-logistics concept, which is aimed at achieving optimal interaction between marketing and logistics processes within the enterprise's activities, are defined. The problems that may arise during the implementation of digital technologies in the marketing and logistics system of the enterprise are analyzed. The advantages of using digital technologies in optimizing the functioning of the enterprise's marketing and logistics system are substantiated. The key digital technologies that are currently or in the coming years will be characteristic of the marketing and logistics systems of enterprises have been identified. It is substantiated that the development of a strategy for the introduction of digital technologies into the marketing and logistics system of the enterprise helps to determine the role of digital technologies in optimizing its functioning. The main stages of the process of development and implementation of the strategy of introducing digital technologies into the marketing and logistics system of the enterprise are defined.
Keywords:
digital technologies, digital tools, marketing and logistics system, enterprise, marketing, logistics.
How to Cite:
Volodymyr Lagodiienko, Iryna Perevozova, Liudmila Bakhchivanzhi, Kateryna Ozarko, Viktoriia Milcheva and Olena Orlova. The Role of Digital Technologies in Optimizing the Functioning of the Marketing and Logistics System of the Enterprise. [ref]: vol.21.2023. available at: https://refpress.org/ref-vol21-a217/
Licensee REF Press This is an open access article licensed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0/) which permits unrestricted, non-commercial use, distribution and reproduction in any medium, provided the work is properly cited.