SALES AND AFTER-SALES SERVICE LOGISTICS MANAGEMENT IN THE MARKETING COMMUNICATIONS SYSTEM

In a context of increasing competition and rising customer service expectations, effective management of sales and after-sales logistics within the marketing communications system is particularly important. In this article, we examine the theoretical and practical aspects of the relationship between logistics processes and marketing communications aimed at building sustainable customer relationships. Particular attention is paid to the role of after-sales service as an element of marketing communications, ensuring customer feedback and fostering a positive company image.