Digital Marketing and Logistics in the Adaptive Management of the Enterprise’s Innovative Development
Year: 2022
Type: article
Abstract: he article discusses the main principles of modern development of digital marketing and logistics in enterprise management. The peculiarities of the development of marketing technologies and logistics in Industry 4.0 have been formed. The peculiarities of the operation of the enterprise in the conditions of an adaptive environment are substantiated, taking into account the current state of military aggression in the country. It has been proven that the reconstruction of territories and enterprises in the post-war period should be based on the use of the latest innovative technologies, taking into account the digital economy. The need to use different types of strategies to optimize the adaptation of the enterprise, taking into account the existing resource capacity and the state of the external environment, is proved.It is substantiated that the system of digital marketing and logistics in the management of innovative development of enterprises is one of the levers of ensuring its competitiveness, as it affects its economic efficiency and contributes to increasing the level of its competitiveness. Digital marketing and logistics should be considered as a key element of the company's competitive market development strategy, as these systems have a more coordinating nature, and the implementation of their principles requires an appropriate information and analytical base and a developed enterprise infrastructure.The main results of the implementation of digital marketing and logistics with adaptive management of the enterprise are highlighted as follows: on the basis of rational use and placement of stocks, an increase in the volume of sales and provision of a higher level of customer service is achieved; the marketing and logistics system in the conditions of adaptation of the enterprise contributes to the strengthening of ties between consumers and the enterprise, helping to shorten the logistics cycle; development of effective methods of product distribution, which allows to reduce costs and redistribute appropriate funds for marketing activities to attract customers; the use of digital marketing and logistics will allow the company to successfully compete in distant sales markets.
Source: SCIENTIFIC BULLETIN OF POLISSIA
Institution: Chernihiv Polytechnic National University
Language: English
Subfield: Industrial and Manufacturing Engineering
Field: Engineering
Domain: Physical Sciences
Open Access status: diamond
OpenAlex ID: W4382448883