An Innovative Component of Road Transport Supply Chain Management Based on the Integration of Marketing and Logistics Technologies
DOI:
https://doi.org/10.32515/2664-262X.2026.14(45).314-321Keywords:
supply chain management, information resources, logistics integration, marketing data, innovation, digital transformation, customer orientationAbstract
The aim of the article is to study the theoretical foundations and practical tools of integrating marketing and logistics technologies as a key factor in optimizing modern supply chains. The study aims to analyze the transition from traditional management methods to predictive “pull” models, to substantiate the advantages of implementing unified logistics information systems (LIS), and to identify the role of new technologies – such as EDI, PRM systems, bar coding, and satellite monitoring – in ensuring transparency and efficiency of inter-corporate interaction in real time.
The presented work investigates theoretical and applied aspects of innovative supply chain management in the context of digital transformation of network retail. The critical need for a transition from outdated “push” models to flexible “pull” strategies based on the integration of marketing data and logistics tools is substantiated. The article analyzes in detail the role of integrated ERP, SCM and PRM systems in overcoming information fragmentation and increasing the efficiency of inter-corporate interaction. Particular attention is paid to the implementation of international data exchange standards (UN/EDIFACT, SCOR model) and modern technologies of automatic identification (barcoding, RFID) and satellite monitoring.
It is proven that the systematic synchronization of actions of all participants in the chain and the use of predictive analytics allow transforming information into a strategic asset. The results of the study confirm that the implementation of the proposed innovations provides a radical improvement in the quality of customer service, optimization of logistics costs, and the formation of unique consumer value in real time.
The study proved that in the context of digitalization, the foundation of retail competitiveness is integrated supply chain management. The implementation of ERP, SCM and PRM systems ensures the transition from the “push” model to flexible “pull” strategies driven by real demand. The use of SCOR, UN/EDIFACT standards and automatic identification technologies (RFID, satellite monitoring) guarantees transparency of flows and minimization of costs. Technological transformation turns information into a strategic asset, which radically improves the quality of service and ensures the sustainable development of network participants in real time.
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