Vardiashvili A. Organizational mechanism of marketing and logistic activity of integrated enterprises

The dissertation research substantiates the concept of forming an organizational mechanism for managing marketing and logistics activities of the enterprise with the economic integration to obtain competitive advantages in terms of key success factors and market competences with the possibility of the integration of integrated enterprises into the higher levels of marketing infrastructure of the commodity market through the creation of an integrated structure and the introduction of organizational changes. with a specific place and functionality of marketing systems. The marketing and logistics activities of the integrated enterprise are interdependent and complementary, provided with a cross-section of elements, components and components of its management mechanism, which has a general marketing and logistics tool, therefore, in such conditions they should be included in the organizational management system of the integrated enterprise only at complex, as the only component of the enterprise management system. The integration mechanisms and architecture of the organizational mechanism of the marketing and logistic activity of the integrated enterprise have been improved, the basic position of which is the use of organizational changes in the interaction of structural components of the enterprise management system for the possibility of creating the appropriate conditions for the formation of the overall organizational and economic mechanism of integrated production. The algorithm of structuring the factors of influence of the external and internal environment on the marketing and logistics activities of the integrated enterprise is considered, taking into account the formation of vertical, horizontal and multichannel development strategies. The methodical approach to the complex evaluation of the effectiveness of the organizational mechanism of marketing and logistics in the integrated enterprise is presented. The principles of forming the mechanism of marketing and logistic activity on the bases of basic control systems became further developed. In the conceptual apparatus of the study of the mechanism of the formation of the marketing and logistics system, the concept of "integrated enterprises", which are considered as enterprises operating simultaneously in the industrial and commercial spheres, are involved, which, while generating the development strategy, simultaneously introduce in their organizational mechanism the structure of horizontal integration, vertical and multichannel integration The directions of development in the organization of marketing and logistics management in integrated enterprises are determined by attracting appropriate tools in vertical and horizontal production systems and enterprise management system.