THE ROLE OF DIGITAL TECHNOLOGIES IN ORGANIZING THE EFFECTIVE FUNCTIONING OF THE MARKETING AND LOGISTICS SYSTEM OF AN INDUSTRIAL ENTERPRISE

The article examines the role of digital technologies in the organization of the effective functioning of the marketing and logistics systems of an industrial enterprise. Digital technologies that are promising from the point of view of implementation in the marketing and logistics systems of an industrial enterprise are analyzed, among which are highlighted: artificial intelligence, neural networks, machine learning, virtual and augmented reality, chatbots, Internet of Things (IoT), analytics and Big Data ( Big Data).The advantages and difficulties associated with the implementation of digital technologies in the marketing and logistics systems of an industrial enterprise are outlined. Among the advantages, the following are highlighted: increased flexibility in making strategic, tactical and operational decisions of an industrial enterprise; the possibility of interactive communication with the target audience and receiving timely and complete feedback, personalization of this communication; obtaining competitive advantages; optimization of business processes and reduction of costs; expansion of sales markets. The difficulties faced by domestic industrial enterprises when implementing digital technologies, it is advisable to single out: limited financial resources of the industrial enterprise; significant length of the process related to the implementation of technologies, the development of digital strategies and the integration of actions with offline channels; insufficient awareness or resistance of the management of the industrial enterprise in the implementation of digital technologies; insufficient number of specialists with relevant experience in the implementation and use of digital technologies; imperfection of domestic legislation; failure to take into account the strategic coherence of the implementation of digital technologies with the short-term and long-term goals of the industrial enterprise; inefficient use of implemented digital technologies; a significant level of uncertainty in the external environment, which makes it difficult to invest in new technological solutions, etc.It has been proven that the adaptability of marketing and logistics systems is the key to the effective functioning of an industrial enterprise and its further development. It was determined that the enterprise must be ready to quickly integrate technological innovations into operational activities, at the same time aligning a set of technological solutions with the general strategy of the enterprise's development, highlighting which digital technologies will have the most tangible long-term impact.