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Marketing Logistics in Electronic Commerce
Rozhko V. I., Tatarko D. Y.

Rozhko, Viktor I., and Tatarko, Darina Yu. (2023) “Marketing Logistics in Electronic Commerce.” Business Inform 12:439–446.
https://doi.org/10.32983/2222-4459-2023-12-439-446

Section: Management and Marketing

UDC 658.7:004.738.5

Abstract:
This article examines the role of marketing logistics in e-commerce. Marketing logistics covers the entire life cycle of a product, from production to delivery to the customer, and is therefore an important component of digital enterprises. Marketing logistics includes such elements as inventory management, order processing, packaging, delivery and rotation of goods. In addition, data analysis and analytics are important components in helping companies understand demand, customer responce, and market trends. This helps to optimize the range of products, pricing and marketing campaigns. Furthermore, the article delves into the significance of data analysis and analytics in enhancing the efficiency of marketing logistics within the e-commerce landscape. In the dynamic realm of digital enterprises, leveraging data-driven insights becomes crucial for informed decision-making. The integration of data analytics allows companies to gain a deeper understanding of various aspects, including revenue patterns, customer preferences, and emerging market trends. Optimizing the product range, pricing strategies, and marketing campaigns becomes more precise when supported by comprehensive data analysis. This strategic use of data empowers businesses to align their offerings with customer demands and market dynamics, ultimately leading to improved customer satisfaction and competitive advantage. The article emphasizes the interconnectedness of marketing logistics and data analytics, highlighting how these elements work in tandem to drive success in the e-commerce sector. As digital enterprises continue to evolve, a holistic approach that integrates logistics management with robust data-driven strategies becomes essential for staying ahead in the highly competitive online marketplace. The article also underscores the adaptability aspect of marketing logistics in response to real-time data. In a rapidly changing digital environment, businesses that can swiftly analyze and respond to emerging market trends gain a competitive edge.

Keywords: marketing logistics, e-commerce, delivery, inventory management, analytics, competitiveness, globalization, strategies.

Fig.: 2. Tabl.: 2. Bibl.: 20.

Rozhko Viktor I. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Management and Entrepreneurship, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Tatarko Darina Yu. – Masters Student, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

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