Abstract
<jats:p>Introduction. In the current context of economic transformation, intensifying global competition and the development of digital technologies, the effective functioning of national markets is becoming increasingly important. In this environment, the role of integrating marketing and logistics processes – which ensure the effective management of goods, information and financial flows – is growing. The formation and development of marketing and logistics systems are becoming a key factor in enhancing the competitiveness of enterprises, optimising product distribution processes and ensuring an adequate level of customer service. Research into the nature and structure of marketing and logistics systems, their role in ensuring effective interaction between market participants and the development of national market systems is of particular relevance. The purpose of the article. The aim of the article is to study the nature and structure of marketing and logistics systems in the context of the development of national markets, as well as to determine their role in ensuring the effective functioning of goods movement processes and interaction between market participants. Methods. The study of marketing and logistics systems in the context of national market development involves the use of a range of general and specialised scientific methods. In particular, methods of analysis and synthesis were employed to generalise theoretical approaches to defining the nature of marketing and logistics systems, the systems approach – to study their structure and the interrelationships between key elements; the comparative method – to analyse practical experience of the functioning of marketing and logistics systems in various sectors of the economy; and the generalisation method – to draw conclusions regarding their role in the development of national markets. Results. The study found that marketing and logistics systems play a significant role in ensuring the effective functioning of national markets, as they facilitate the integration of marketing and logistics processes into a single system for managing commodity, information and financial flows. It is demonstrated that the establishment of such systems ensures the coordination of market research, production planning, and the organisation of supply, transport, storage and distribution of products, which ultimately contributes to increasing the efficiency of enterprises and improving the level of consumer satisfaction. This article summarises the main theoretical approaches to understanding the nature of marketing and logistics systems and establishes that they constitute a complex of interrelated elements which ensure the coordination of marketing and logistics functions in the process of shaping demand and organising the efficient movement of goods. The main structural components of a marketing and logistics system are identified, including marketing, logistics, information and management subsystems. It is demonstrated that the effective functioning of such systems depends on the level of integration between these subsystems, as well as on the use of modern information technologies for supply chain management. The study also systematises approaches to classifying marketing and logistics systems according to various criteria, in particular by level of operation, sphere of activity, degree of integration and nature of flow management. This made it possible to identify the specific features of the functioning of marketing and logistics systems at various levels of economic activity – from the level of an individual enterprise to that of economic sectors and the national market as a whole. The study pays particular attention to analysing practical experience of the functioning of marketing and logistics systems across various sectors of the national economy. In particular, it has been established that, in the agri-food sector, the effective organisation of logistics processes is a key factor in ensuring the stability of product supply to domestic and foreign markets. The use of modern logistics centres, transport infrastructure and supply chain management systems enables agricultural enterprises to optimise product transport and storage processes, reduce logistics costs and improve the efficiency of product sales. In the retail sector, marketing and logistics systems ensure effective inventory management, demand forecasting and the prompt replenishment of product ranges in retail chains. The use of modern inventory management information systems, automated warehouse complexes and logistics centres enables retail enterprises to significantly improve the standard of logistics services and reduce costs associated with the organisation of goods movement. Furthermore, it has been established that the introduction of digital technologies and modern supply chain management tools plays a significant role in the development of marketing and logistics systems. The use of digital platforms, electronic data exchange systems, big data analytics and automated logistics management systems helps to increase the transparency of logistics operations, reduce order processing times and improve the efficiency of interaction between all market participants. Thus, the research findings confirm that marketing and logistics systems are an important tool for the development of national markets, as they ensure the optimisation of goods movement processes, improved coordination between market participants, and enhanced customer service quality. Their effective functioning contributes to increasing the competitiveness of enterprises, the development of modern logistics infrastructure, and the formation of effective mechanisms for managing market processes. Conclusions. In the current context of national market development, marketing and logistics systems are becoming a vital tool for enhancing the operational efficiency of enterprises and ensuring their competitiveness. The integration of marketing and logistics processes helps to optimise the flow of goods, improve customer service standards and establish effective product distribution channels. The further development of marketing and logistics systems requires the improvement of supply chain management mechanisms, the development of logistics infrastructure, and the wider implementation of digital technologies in market system management processes. </jats:p>