INTEGRATION OF MARKETING LOGISTICS INTO THE ENTERPRISE DEVELOPMENT STRATEGY UNDER UNCERTAINTY CONDITIONS

Abstract

Purpose. The article aims to investigate the theoretical and applied aspects of integrating marketing logistics into the enterprise development strategy under conditions of increasing environmental uncertainty. In the contemporary business landscape, characterized by geopolitical instability, rapid digital transformation, pandemic consequences, and volatile consumer demand, traditional approaches to strategic management based on linear forecasting prove insufficient. The research addresses the gap between the extensive body of literature on marketing and logistics as separate functional areas and the limited research on their integration into a unified strategic management system under uncertainty. Research Methodology. The study employs a combination of research methods including analysis and synthesis of scientific literature, a systematic approach, comparative analysis, as well as graphical and tabular methods. The methodology involves the classification of uncertainty factors affecting marketing logistics, comparative analysis of key performance indicators of enterprises with different levels of marketing logistics integration, and the development of an adaptive integration model. Results. The study substantiates that integrating marketing logistics into the overall enterprise strategy creates a synergistic effect manifested in enhanced customer satisfaction levels, optimization of logistics process costs, and strengthening of the enterprise’s competitive position. The key uncertainty factors affecting supply chains have been identified and classified into five groups: geopolitical, macroeconomic, technological, socio-demographic, and environmental. The comparative analysis of enterprise performance indicators demonstrated significant advantages of the integrated approach across all key parameters, particularly in response speed to demand changes (one to three days versus seven to fourteen days) and order fulfillment rates (93–97 percent versus 75–85 percent). An adaptive model for integrating marketing logistics into the enterprise development strategy has been proposed, comprising five interconnected blocks: analytical, strategic, operational, adaptive, and evaluative. The model ensures a systematic approach to coordinating marketing and logistics processes and provides a foundation for rapid strategy reconfiguration in response to environmental changes. Practical Significance. The proposed approaches can be utilized by enterprise managers for building adaptive development strategies that combine customer-oriented marketing with logistics efficiency in supply chain management under turbulent conditions. The research findings are particularly relevant for Ukrainian enterprises facing the challenges of wartime operations, logistics route reorientation, and European integration processes. The implementation of the adaptive model requires the creation of cross-functional teams, deployment of unified information platforms – including AI, big data, IoT, and blockchain – and development of motivation systems oriented toward integrated rather than narrow functional objectives.