Digitalization, innovation and marketing in logistics

Abstract

Global digitalization has caused a modification of the modern world market and the adaptation of business strategies of modern companies. The target of the research is to define the peculiarities of trends in the evolution of digitalization, innovation in marketing and logistics of modern companies. It is substantiated that the efficiency and competitiveness of a business are constructively related to the implementation of digital innovative technologies in the marketing and logistics system to optimize business processes and reduce management and operating costs. Based on scientific generalization, it is indicated marketing and logistics interaction and specific features of key aspects in influencing competitiveness. Based on structural and logical analysis, revolutionary technologies and innovations in the marketing and logistics system are highlighted for maximum automation of business processes of modern companies, based on which their development trends are determined. The need for a systematic approach to the consideration of marketing and logistics as inseparable elements of the continuous cycle of companies (production-promotion-sales-service-logistics) is put forward. Based on structural and logical analyze peculiarities of the implementation of the marketing logistics system of companies in conditions of digitalization and innovation, which can be applied in the forming a digital marketing strategy and managing the logistics system of companies in the long term.