MARKETING AND LOGISTICS: FEATURES OF FUNCTIONING DURING THE PANDEMIC

Abstract

The need to revise existing approaches and business strategies in logistics was identified in connection with global imbalances in the world economy against the background of the fight against the COVID-19 pandemic. The theory of the organization of marketing activities is considered, a critical analysis is carried out in order to determine the main components of the interaction between marketing and logistics. The lack of a unified approach to organizing effective marketing activities and its interaction with logistics during the COVID-19 pandemic is emphasized. The main components of the marketing concept of doing business have been substantiated. The functional areas of interaction between marketing and logistics in the world during the COVID-19 pandemic have been determined. The classification of the key factors that influenced the transformation of logistics activities in the world has been substantiated. Structural and logical analysis revealed the main trends in the development of the logistics industry in the world. The main tools of scenario economic and mathematical modelling are used to determine the features of the functioning of marketing and logistics during the COVID-19 pandemic and to determine the main trends in their development and interaction. Unlike existing approaches, the proposed one takes into account all the critical influencing factors in the context of COVID-19 and allows you to determine the prospects for the next few years. The main results of the research can be applied in the practical activities of organizations in the formation of development strategies and marketing concepts.