Інтегрування комплексу маркетингових інновацій до логістичних мереж ланцюгів транспортування вантажів
Integration of a Complex of Marketing Innovations into Logistics Networks of Cargo Transportation Chains

Summary/Abstract: The peculiarities of integrating a complex of marketing innovations in the conditions of creation and operation of logistics networks of cargo transportation chains, their comprehensive improvement to ensure sustainable development and increase the competitive advantages of innovatively active companies in the freight transportation market in the context of rapid changes in the market are investigated. The specifics of innovative products and services in the transport industry and their importance for the effective functioning of logistics networks have been studied, the analysis of the impact of innovations on transport companies and their competitiveness in interaction with partners in supply chains have been analysed. The peculiarities of the use of marketing tools that ensure the effective promotion and distribution of innovative solutions in the transport sector, considering the specific requirements of integration with other participants in the network of transportation chains, are revealed. The specific features of the functioning of business entities as potential users of the complex of marketing innovations, which are integrated into the logistics networks of chains of physical movement of goods on the example of the transport industry, are studied in detail. The configuration of the system of measures to create an effective logistics network of transport transportation is proposed to be carried out based on a combination of the features of marketing innovations as an element of incoming digital Internet marketing and a clear distinction between the functions and economic interests of market participants, users of transport carriers' services in the context of the functioning of the digital economy. Recommendations have been formed for the integration and further adaptation of marketing innovations to the realities of using transport in the context of constant renewal of logistics networks of cargo transportation chains. The key to success on the way to solving a specific problem of publication is a clear adherence to the principles of inbound marketing, qualified support of the stages of management of the processes of purchasing innovative products, and the vector of customer-oriented activity. As a result, the author's vision of the prospects for the introduction of marketing innovations in the field of freight transportation is determined, the successful integration of which opens large-scale opportunities for a significant increase in the efficiency of transport systems, increasing the competitiveness of companies and creating sustainable supply chains, which in its complex provides better satisfaction of the needs of customers of transport services.

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