INTEGRATION OF LOGISTICS MARKETING AND INFORMATION MANAGEMENT INTO THE STRATEGIC DEVELOPMENT OF BUSINESS ENTITIES
Abstract
The article is aimed at studying the integration of logistics marketing and information management into the strategic development of business entities operating in an uncertain and dynamic environment. The purpose of the study is to provide a theoretical justification for the integration of logistics marketing and information management as key tools that ensure effective strategic development of companies in today's environment, which is characterized by a high rate of change and growing competition. The article applies a set of scientific research methods, including analysis, synthesis, induction, deduction and comparison, which allowed a comprehensive study of the functional features of logistics marketing and information management, as well as their interconnection and opportunities for integration. The article presents a comparative characterization of the main functions of the two areas, which allows to highlight their advantages and potential for joint use. Particular attention is paid to the tools that support the process of integration of logistics marketing and information management, in particular, methods, mechanisms and technologies that contribute to improving the efficiency of management decisions in the field of strategic development. A mechanism for implementing an integrated approach has been developed, which is focused on ensuring the competitiveness of enterprises in modern market conditions and their adaptation to digital transformation. The results of the study confirm the feasibility and necessity of forming a synergy between logistics marketing and information management, which creates a favorable environment for strategic decision-making, increasing flexibility and sustainability of business. Such an integrated approach allows enterprises to respond more effectively to the challenges of an uncertain environment, optimize management processes and strengthen their market position. Thus, the article makes a significant contribution to the theoretical substantiation and practical implementation of integrated management approaches aimed at the strategic development of business entities in the digital era.
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