PROBLEMS AND PROSPECTS OF IMPLEMENTING MARKETING AND LOGISTICS TOOLS IN THE CONDITIONS OF MARKET INSTABILITY
Purpose: to determine the problems and prospects of implementing marketing and logistics tools at the enterprise in order to improve the efficiency of activities and maintain competitive positions in the conditions of market instability. Discussion: the current state of the economy, characterized by a high level of competition in various industries, the development of modern technologies for managing business processes and the instability of the macroeconomic situation requires companies to search for new business growth opportunities. One of these opportunities is the integrated use of marketing and logistics tools to improve the company's efficiency at the strategic and operational management level. An important role in this regard is played by evaluating the parameters of marketing and logistics tools in order to simplify the choice of technologies and integrate them with the set of business tools used. Results: the problems and prospects of implementing marketing and logistics tools at the enterprise in order to improve the efficiency of activities and maintain competitive positions in the conditions of market instability are identified. The factors contributing to the joint use of marketing and logistics tools, taking into account the influence of the external and internal environment of the enterprise, are highlighted. Based on the analysis of practical experience in implementing marketing and logistics tools, the reasons that limit the integration of these functional areas are identified. Criteria for evaluating marketing and logistics tools when included in the set of business tools of the company are proposed.