文章基本信息

标题：Modelling of strategic managerial decisions in the system of marketing logistics of enterprise
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作者：Oleksandr Velychko ; Liudmyla Velychko ; Mykola Butko 等
期刊名称：Innovative Marketing
印刷版ISSN：1814-2427
电子版ISSN：1816-6326
出版年度：2019
卷号：15
期号：2
页码：58-70
DOI：10.21511/im.15(2).2019.05
语种：English
出版社：LLC "CPC "Business Perspectives"
摘要：Integrated decisions in the system of the marketing logistics are the main resource for providing the efficient management of the value chain. Moreover, there is not a sufficient number of methodological approaches, which could use in complex the principles of the integrated modelling of decisions in the operational systems “procurement marketing – supply logistics” and “sales marketing – distribution logistics”. Considering that fact, the methodology of selecting strategic alternatives based on the integrated modeling in separate marketing logistics chains and in stage-by-stage formation of the supply chain participants has been developed in the article. The research is based on the application of the AHP method and the method of planning “dual sourcing” (70/30) for grounding the selection of the supply strategy at the market of material resources; methods of optimal planning according to Bayes criterion, linear programming and logistics modelling – for grounding the selection of the managerial decisions on the strategy of distributing the ready produce. The research covers, firstly, grounding the essence of the marketing logistics through the systemic approach to identification of its main and servicing business processes; secondly, improvement in the process of planning decisions in the procurement marketing system by adding the procedure of the logistical selection of the hierarchical estimation with a different degree of advantages in alternative supply strategies; thirdly, formation of the cascade integrated approach toward selection of the alternative distribution channels for the finished produce by estimating the complex marketing effect and application of the logistical model of optimal distribution.