LOGISTICS APPROACH TO MARKETING DISTRIBUTION POLICY

The article explores the marketing and logistics aspects of sales management within retail enterprises. The expediency of integrating marketing and logistics as complementary management concepts in sales activities is substantiated. The main elements of marketing distribution policy are analyzed, including distribution channels, intermediary activity, and the management of material and information flows at different stages of the product life cycle. The role of logistics in cost reduction, improving the efficiency of distribution networks, and ensuring sustainable competitive advantages of enterprises is determined. An analytical approach to the development of distribution systems that takes into account the relationship between commercial and physical distribution is proposed. It is proved that the implementation of logistics principles in marketing distribution policy contributes to the optimization of sales processes, improvement of service quality, and strengthening of enterprises’ market positions. The purpose of the article is to examine the theoretical foundations and practical recommendations for improving the logistics support of trade enterprises. The study also aims to identify directions for expanding sales through the application of a marketing approach to sales management. Logistics processes are intricately linked to the overall functioning of the business, including its commercial operations. They do not operate as an independent domain but should align with the primary goals of the enterprise to facilitate their achievement. To establish an effective network and successfully execute logistics activities, careful planning of logistics systems in industrial enterprises is essential. As a relatively new management tool, logistics synthesizes various methods and principles from traditional fields such as marketing, production, finance, and freight transportation. Employing logistics concepts enables the seamless integration of production, material and technical support, transportation, and information flow regarding goods movement into a cohesive system.