INTEGRATION OF MARKETING AND SALES LOGISTICS AS A FACTOR IN INCREASING THE COMPETITIVENESS OF SERVICE ENTERPRISES

In an increasingly competitive service market, a comprehensive approach to enterprise management based on the integration of marketing and sales logistics is becoming increasingly important. This article examines the theoretical and practical aspects of the interaction between marketing and logistics functions in sales and customer service. It is demonstrated that the alignment of marketing strategies and logistics processes contributes to improved service quality, reduced costs, accelerated product flow, and the development of sustainable competitive advantages for service companies. Particular attention is paid to the role of a customer-centric approach, service logistics, and supply chain management in ensuring competitiveness.