ROLE OF MARKETING LOGISTICS IN ORGANIZATION OF A COM- PETITIVE SALES SYSTEM OF THE ENTERPRISE

Abstract

In modern conditions of tougher competition, sales are an important link in the development of communication between the enterprise and consumers. The article reveals the essence and elements of the product sales system. The relevance and tasks of its organization are indicated. The necessity of integration of marketing and logistics, the need for joint application of their methods and approaches in the process of organizing the sales system of an enterprise has been substantiated. The main attention is paid to the disclosure of the essence of marketing logistics as a tool for ensuring sustainable competitive positions of the distribution system, its functions, place and role in the formation of a competitive sales system of the enterprise are determined. It was revealed that its organization fits into the corporate strategy, and this allows making economically sound decisions regarding the modification or preservation of the existing existing distribution channel and the choice of the optimal distribution channel based on the principles of marketing logistics. The synergistic economic effect of marketing logistics in the field of organizing the sales system is manifested in the implementation of its functions: analytical and forecasting, transport and storage, information and communication, service and distribution and coordination. Increasing the role, using the strategic potential of marketing logistics is a condition for the implementation and development of the integral competitive potential of an enterprise and the competitive advantages of its sales system.