THE INFLUENCE OF INFORMATION TECHNOLOGIES ON THE DEVELOPMENT OF MARKETING LOGISTICS

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Visnyk LNAU: Economics of AIC 2021 №28: 166-171

THE INFLUENCE OF INFORMATION TECHNOLOGIES ON THE DEVELOPMENT OF MARKETING LOGISTICS

R. Sodoma, Candidate of Economics
ORCID ID: 0000-0002-5020-6440
Lviv State University of Life Safety
M. Kohut, Candidate of Economics
ORCID ID: 0000-0001-8275-134X
H. Marutiak, lecturer
ORCID ID: 0000-0002-7986-3401
Lviv National Agrarian University
A. Kordonska, Candidate of Economics
ORCID ID 0000-0002-5316-9630
Institute of Political Science,
University of Warmia and Mazury in Olsztyn (Poland)

https://doi.org/10.31734/economics2021.28.166

Annotation

The article investigates the essence of marketing logistics. Marketing and logistics values for the client and marketing tools were detailed. Features of functioning of marketing and logistic systems in the conditions of large-scale digital changes are opened. Digital marketing is identified as an important tool to provide effective and competitive advantages. Peculiarities of using different channels of digital marketing in Ukraine are analyzed. Emphasis is made on the modern development of marketing, which focuses on the interests and needs of consumers, and outlines in detail the heyday of marketing logistics. Prospects for development of domestic enterprises in the new conditions of the information environment are determined. The problems of introduction of modern information technologies in the economy of Ukraine are revealed. The main trends in the development of digital marketing tools and their impact on business performance are proposed. Particular emphasis is placed on digital marketing as a modern and relevant tool. Companies are encouraged to abandon their traditional, long-term approach to developing a marketing campaign in favor of speed of decision-making in the "information room", which is possible with the use of digital marketing. The main problems on the way to the effective use of digital marketing in order to reach the target audience and increase sales are explored. A strategic marketing plan of economic activity has been created. This strategic marketing plan consists of developing, among other things, the mission and goals of this project, identifying potential groups of recipients (market segments), defining the target market, product and technology selection, product position against competition. It is determined how professional marketing activities are carried out by enterprises that provide means of production and services.

Key words

marketing logistics, information technologies, digital marketing, business process integration, marketing tools

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