INTEGRATED MODEL FOR INTERACTION BETWEEN LOGISTICS ANDMARKETING ACTIVITIES IN SMALL AND MEDIUM-SIZED ENTERPRISES

Abstract

In the conditions of a dynamic economic environment, increasing competition and accelerated digital transformation, the integration between logistics and marketing activities is gaining key importance for increasing the efficiency and competitiveness of small and medium-sized enterprises (SMEs). Existing models are not sufficiently adapted to the specifics of SMEs and do not provide a comprehensive approach to coordination and assessment of the interaction between the two functional areas. This article presents a developed integrated model of interaction between logistics and marketing activities, based on a systematic approach and tailored to the specific characteristics of small and medium-sized enterprises. Its conceptual structure, operating logic and possibilities for practical application are analyzed. It is argued that the application of the model creates prerequisites for improving interfunctional coordination, optimizing business processes and increasing the organizational efficiency and competitiveness of enterprises.