INTEGRATED MANAGEMENT OF MARKETING AND LOGISTICS RELATIONSHIPS WITH CUSTOMERS THROUGH DIGITAL TECHNOLOGIES IN THE INDUSTRIAL SECTOR
DOI:
https://doi.org/10.68302/std2026.vol2.179Keywords:
customers, industrial sector, logistics, marketingAbstract
This report examines the contemporary aspects of managing marketing and logistics relationships with customers in the industrial sector, emphasizing the need for their integration in the context of digital transformation. In the context of increased competition and growing customer requirements in a B2B environment, effective interaction between marketing activities and logistics processes is becoming a key factor in achieving sustainable competitive advantage.
The manuscript analyzes the role of digital technologies such as customer relationship management (CRM) systems, supply chain management (SCM) systems, as well as other intelligent solutions that support the synchronization between demand and supply. Special attention is paid to the challenges related to the fragmentation of processes and the lack of coordination between individual functional units in industrial enterprises.
The aim of the report is to develop a conceptual framework for integrated management of marketing and logistics relationships with customers in the industrial sector through the application of digital technologies, which will help increase the efficiency of business processes and customer satisfaction.
The expected results are related to identifying key factors for successful integration, as well as formulating practical guidelines for industrial enterprises in building coordinated and customer-oriented management systems.
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Copyright (c) 2026 Svetlana Dimitrakieva, Siyka Demirova, Dobromira Ivanova
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