MARKETING-LOGISTICS INTEGRATION AS A TOOL FOR ENHANCING CUSTOMER VALUE AND THE ENTERPRISE'S ECONOMIC EFFICIENCY

Abstract

The article examines the theoretical and
methodological foundations of integrating an enterprise's marketing and logistics activities as a
prerequisite for creating customer value, improving service levels, and ensuring economic
efficiency. It is argued that in the context of digital transformation, marketing and logistics cannot
be viewed as functionally separate subsystems, as marketing decisions regarding demand
generation directly impact order volumes, inventory structure, transport and warehousing loads,
order fulfillment rates, and enterprise costs. The authors propose an approach to marketinglogistics integration based on the cause-and-effect chain: "marketing demand, logistics support,
service quality, customer value, satisfaction, loyalty, economic result." A structural-functional
model for integrating marketing and logistics processes has been developed; it entails the use of
CRM, ERP, WMS, TMS, BI, Big Data, and artificial intelligence to synchronize information flows
and facilitate managerial decision-making. A system of integrated indicators measuring marketing,
logistics, customer-related, and economic performance has been proposed. Additionally, an
integral index of marketing-logistics efficiency and an economic-mathematical model for
determining the optimal level of customer service—accounting for both marketing and logistics
costs—have been developed. It is argued that economic viability lies not in maximizing sales
volume, but in maintaining a level of marketing activity that aligns with the enterprise's logistics
capabilities and maximizes the aggregate economic outcome.
Keywords: marketing, logistics, marketing-logistics integration, customer value, logistics
service, customer satisfaction, loyalty, economic efficiency, digitalization, enterprise management.

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