LOGISTICS AND INTERNATIONAL MARKETING AS FACTORS IN OPTIMIZING THE MARKETING POLICY OF DISTRIBUTION

The article examines the interdependence of logistics and international marketing as key factors in optimizing the marketing policy of enterprise distribution. It is shown that in the context of globalization and digital transformation, it is the integration of logistics processes and international marketing strategies that determines the efficiency of the movement of goods or services. The authors propose economic and mathematical models that allow quantifying the efficiency of distribution, taking into account costs, delivery speed, customs barriers, and demand elasticity. The authors’ contribution is the testing of the developed models on the example of enterprises' activities, which allows to assess the costs of logistics and the results of marketing policy. The findings show the existence of a synergistic relationship between effective management, logistics marketing and costs. The results obtained will be useful for domestic business entities that conduct international activities and implement the latest tools in marketing policy.