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.在市场竞争日趋激烈、客户服务期望持续提升的背景下，营销传播体系内销售与售后物流的有效管理尤为关键。本文围绕旨在构建可持续客户关系的物流流程与营销传播之间的关联，探讨其理论与实践层面的内容。本文特别关注作为营销传播要素之一的售后服务所扮演的角色，其可保障客户反馈机制顺畅运行，并助力塑造积极的企业形象。