According to the results of the study, theoretical approaches to the definition of marketing-logistics support for a refined interpretation of the content of marketing-logistics support, which in contrast to the established, allows to comprehensively characterize this concept from the standpoint of content, purpose, conceptual application, scientific substantiation, functional management business activities.
This approach allows the formation of marketing and logistics mix (double mix) of the enterprise as a combination of marketing and logistics mixes, which enhances the effect of synergies in management decisions. The concept of production and trade chains of enterprises is substantiated and improved, which, in contrast to traditional views, is based on their identification by stages of the capital cycle at the macro level.
The interrelation of production and trade chains of enterprises with value chains, value chains and supply chains is established, which enables their operational management within the enterprise. The expediency of using reference models and methods of SCOR structure in promoting business processes occurring in production and trade chains as a comprehensive measure to establish marketing-logistics support of enterprises to increase their competitiveness is argued. The scientific and methodical approach of complex coverage of formation of marketing-logistics support of enterprises in production and trade chains is offered, which in essence embodies: identification and streamlining of basic processes of enterprise in production and trade chains at creation and providing value for consumers; choice of strategies and directions of actions of organizational structures of enterprises that provide marketing-logistics support; identification of effective ways of marketing and logistics to create conditions for effective operation of enterprises based on the development of the business core in order to achieve their sustainable development. The scientific and methodological approach to assessing its level is substantiated and proposed, which, in contrast to the established ones, is based on the algorithmization of the assessment process, which includes analysis of double marketing-logistics mix (double mix) 5PR by the method of hierarchies (AHP) and aims to determine the level of marketing -logistic support of each of the enterprises in production and trade chains and formation of their rating. A scientific and methodological approach to identifying the basic processes in production and trade chains based on the principles of material flow management, such as: ejection and extraction, and their evaluation by indicators that characterize the financial condition of the enterprise, which allowed to provide appropriate proposals for their management systems. To identify and further select reactive and effective business strategies by organizational structures that provide marketing-logistics support of enterprises in production and trade chains, proposed, formed and used a matrix "SCE & SCR / level of certainty of demand", which allowed companies to position the state of marketing and logistics activities to achieve their strategic relevance in the marketing and logistics of enterprises. The concept of the business core has been further developed, where the business core, in contrast to existing approaches, is defined as the basis of marketing-logistics support of production and trade chains to reveal the essence, establish metrics and identify competitive advantages of the business core, identify the relationship with the core elements. marketing and logistics, which allowed to build marketing-logistics support for the development of the core business of enterprises in production and trade chains. An assessment of the core business of enterprises is proposed and carried out, which includes an assessment of the strategic direction of the business. This approach allowed to identify the strategic core of the enterprise, to assess the maturity of the core business of enterprises, which provided the identification of integrated indicators of the state of maturity of the core. It is proved that the "core" competitive advantages are embodied in the metrics of the core business of enterprises such as: "core of products" and "core of production and trade chains". According to the selected metrics, it is proposed to intensify marketing-logistics support for business development in production and trade chains by developing and implementing appropriate competitive marketing and logistics strategies in selected areas of business core development. The introduction of tools for improving marketing-logistics support of business development of enterprises in production and trade chains on the basis of the core business is proposed to be carried out on the basis of routing the process of activating marketing-logistics support of business development of enterprises according to the algorithm.
