SCIENTIFIC AND METHODOLOGICAL APPROACHES TO THE INTERACTION OF MARKETING STRATEGIES AND LOGISTICS CHAINS

Abstract

The article systemizes, conceptualizes, and enhances the theoretical and methodological foundations of interaction between marketing strategies and enterprise supply chains under dynamic, high-risk, and volatile market conditions. It is proven that the traditional functional approach, characterized by isolated operations of marketing and logistics units, creates cross-functional conflicts, drives up operational expenses, and erodes customer value. The study clearly differentiates the conceptual boundaries between "interaction", "coordination", "cooperation", and "integration" within cross-functional management. The research systematizes core scientific approaches to marketing-logistics interaction, including process, systemic, market-oriented, value-based, relational, strategic, and digital approaches. Tools for harmonizing market demand, value propositions, procurement schedules, inventory levels, distribution channels, and service delivery are identified through each element of the marketing mix. A comprehensive model illustrating the levels (internal, supplier, and customer) and structural dimensions of marketing-logistics integration is developed. The study identifies major organizational, financial, and informational barriers hindering functional alignment and proposes solutions through cross-functional metrics and shared incentives. The author proposes a refined definition of an enterprise's "marketing-logistics strategy", emphasizing adaptability, long-term focus, end-to-end value creation, inter-organizational coordination, and operational resilience. Finally, the conceptual logic for formulating and executing a marketing-logistics strategy is substantiated, establishing a structural foundation for enhancing adaptive capacity, supply chain stability, and overall market-economic performance.