MULTI-CHANNEL MARKETING IN COMMUNICATION ACTIVITIES OF LOGISTICS COMPANIES

Reshetnikova I., Sahaidak M.

KNEU n.a. Vadym Hetman,
Kryviy Rih Economic Institute

Abstract: 
The article justifies the feasibility of multi-channel marketing tool in activities of companies that provide logistics services. Specifies the meaning of multi-channel marketing and the scope of its use, generalizing multi-channel marketing tools. Particular attention is paid to the determination and substantiation of the leading role of contact personnel of logistics enterprises in establishing and maintaining of communication with all parties to create customer value chain of logistic services. An interaction of logistics companies' contactpersonnel at different hierarchical levels and interaction of contact personnel with contact audience are presented.
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Received: 
Tuesday, March 28, 2017
Accepted: 
Tuesday, March 28, 2017