The Role of Digitalization in the Strategic Development of Marketing and Logistics Activities of Enterprises

Abstract

In the article, strategic priorities of development of marketing and logistics activities, which are extremely important by determining new approaches for successful functioning of enterprises in modern competitive environment, adapting to digital challenges and effectively responding to changing market needs, are examined. It is proven that in today's conditions, digitalization is a key factor of changes that radically transform business models and processes at all stages of marketing and logistics. Innovative technologies provide for new opportunities for businesses to optimize operations, improve customer experience and reduce costs. It has been argued that big data, artificial intelligence, machine learning, the Internet of Things, cloud technologies, blockchain, augmented reality and virtual reality, drones and autonomous vehicles are the main digital innovations affecting marketing and logistics. The role of innovative technologies in transformation of marketing and logistics is analyzed.The main problems in marketing and logistics management are summarized, the key factors generating these problems are highlighted, and ways to solve them are proposed.Based on identified problems and offered ways to solve them, main strategic priorities for enterprises striving to achieve success in the conditions of global competition and active digitalization are formulated. The impact of the main indicators of the marketing and logistics system on the volume of products sold by the enterprise was modeled. Strategic priorities are outlined, compliance to which will contribute to increasing enterprises' competitiveness, effective marketing and logistics activities, and adaptation to new challenges of the digital economy.