INTEGRATION OF MARKETING STRATEGIES INTO THE ACTIVITIES OF TRANSPORT AND LOGISTICS CENTERS

Résumé fourni par la source

The article examines the interaction between marketing and logistics in transport and logistics centers (TLCs) as a crucial factor in the effective functioning of service companies in a competitive market and digital transformation of the economy. Special emphasis is placed on pricing strategies as a vital component of marketing activities that directly affects consumer value, demand for services and positioning of logistics services in the market. A comparative analysis of approaches to TLC management in the countries of the European Union and Ukraine is conducted, which highlights key differences in the use of marketing tools, digital platforms, modeling of logistics processes and tariff policy. The study establishes the need for an integrated management approach that combines effective logistics with customer-oriented marketing. The study confirms the critical role of integrating marketing strategies in increasing the operational efficiency of TLCs in the face of modern challenges such as globalization, digitalization and increased competition. It is shown that the synergy between marketing approaches and logistics management not only optimizes costs, but also increases the consumer value of services. An important aspect is the use of comprehensive pricing strategies that take into account the interaction of costs, demand and competitive factors, which allows TLC to adapt its offers to dynamic market conditions. Practical analysis shows that the successful implementation of marketing tools, including digital platforms and information systems, significantly improves coordination between supply chain participants and contributes to rapid management decision-making. The study proves that the modern logistics services market requires TLC not only technical excellence, but also flexibility in developing services tailored to specific customer needs, which forms the basis for competitive advantages and long-term customer loyalty. It is concluded that the integration of marketing strategies into the activities of transport and logistics centers is a priority area for increasing their competitiveness and strategic sustainability, opening new avenues for scientific research and practical implementation in the logistics sector.

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