IMPACT OF MARKETING CONCEPT ON LOGISTICS ENTERPRISES

The article considers the essence of the marketing concept and its relationship with the logistics activities of the enterprise. In particular, it is determined that the main tools of the marketing concept, namely the complex «4P» directly affects such main activities of the logistics company as supply, production (support) and promotion. In addition, it is determined that the marketing concept, including marketing and logistics and logistics processes in the enterprise are related to the physical distribution, which is planned, implemented and controlled in accordance with clearly defined strategic objectives of the logistics enterprise and taking into account market preferences and demands. The role of the tools of the marketing concept in the activity of the logistics enterprise and their interrelation with the main directions of the logistics activity is schematically shown. As a result of the study it is proposed to choose a marketing concept from the standpoint of the enterprise, its overall strategy, capabilities, as well as implementing the most effective integrative logistics concepts, which take into account not only individual processes of logistics operations, but also quality control, service efficiency maintenance, optimization of the use of material, financial and information resources and more productive inventory management systems.