MARKETING LOGISTICS AS AN INTEGRATED ENTERPRISE MANAGEMENT SYSTEM IN TRANSPORT ENTERPRISES

Abstract

The article examines marketing logistics as an integrated management system within transport enterprises, emphasizing its role in creating sustainable competitive advantages through the effective management of flows and delivery of services that preserve consumer value. In modern economic conditions, traditional isolated application of marketing and logistics tools often fails to ensure the achievement of strategic objectives, particularly under circumstances of high uncertainty, resource limitations, and disruptions in supply chains, such as those experienced during martial law. Marketing logistics emerges as an integrative mechanism that combines market-oriented approaches with process- and flow-oriented logistics, aligning demand generation with the enterprise’s operational capabilities. A critical review of domestic and international literature reveals a lack of unified conceptual understanding of marketing logistics. Foreign studies tend to interpret it from a logistics perspective, emphasizing operational efficiency and physical distribution, while domestic research increasingly views it as a comprehensive, integrative system that coordinates marketing and logistics decisions to achieve long-term competitive advantages. The article classifies approaches to marketing logistics into three groups: functional-distributional, integration-oriented, and value-oriented (synthetic), reflecting its evolution from a narrowly operational function to a strategic management concept. The study offers a conceptual generalization of marketing logistics as an integrated management system under conditions of high uncertainty. The study identifies key objectives and tactical tasks of marketing logistics, including ensuring full and timely satisfaction of consumer demand, optimizing logistics costs, maintaining service quality, enhancing resilience, and supporting sustainable development and digital transformation. The article further delineates the core functions of marketing logistics — analytical, planning, organizational, coordination, control, and value-oriented — demonstrating their integrative nature in harmonizing marketing and logistics processes. Comparative analysis highlights that marketing logistics not only delivers physical products but also generates additional value for the consumer by balancing service levels with operational efficiency. The findings underscore the relevance of marketing logistics as a holistic management tool for transport enterprises operating in dynamic and uncertain environments. Prospects for further research include the development of digital, data-driven, and adaptive approaches to enhance efficiency, resilience, and sustainability in marketing logistics processes.

Key findings

• ▸Traditional isolated application of marketing and logistics tools fails to ensure strategic objectives under high uncertainty and resource limitations.
• ▸Marketing logistics serves as an integrative mechanism combining market-oriented approaches with process- and flow-oriented logistics.
• ▸A significant lack of unified conceptual understanding exists, with foreign studies emphasizing physical distribution and domestic research viewing it as a comprehensive system.

Keywords

Identifiers

DOI

10.32750/2026-0120

Journal

Європейський науковий журнал Економічних та Фінансових інновацій

Year

2026