OPTIMIZING THE PRODUCT SUPPLY CHAIN FROM A MARKETING POINT OF VIEW

This article discusses the issues of optimizing the product supply chain from a marketing perspective. The inextricable link between the supply chain and marketing strategy, the importance of a customer-oriented approach, and the issues of adaptability to market requirements are analyzed. Based on international experience, the mechanisms of marketing-based supply chain management in developed countries are studied. The research results prove that optimizing the supply chain increases the competitiveness of the enterprise and ensures customer satisfaction.