Problems of the formation of marketing communications in the field of management of logistics systems

Batumi Shota Rustaveli State University, 32/35 Rustaveli/Ninoshvili st. Batumi, 6010, Georgia

^* Corresponding author: mamuladze.gela@bsu.edu.ge

Abstract

The article considers the problems in the field of logistic system management and analyzes the role of marketing communications in solving these problems. Based on the research, it was found that marketing communications can improve the connections established between the individual links of the logistics chain, which determines the effectiveness of the entire economic system and the degree of integration. Relevant research has not been conducted yet in the country, therefore, effective utilization of the concluded recommendations will help to raise the level of management of transport hubs in Georgia. The results of the study can be used by companies working in the field of international maritime transport, air, rail and road. It is assumed that if European and Asian producers increase the shipment of their products through our country from Europe to Asia or vice versa, the effective use of Georgia’s transit capacity (function) will be guaranteed. The methodological basis of the article is bibliographic studies of Georgian and foreign scientists in the field of logistics systems management and marketing, data collection, observation, survey (in-depth interview). The method of data collection is mainly used in local logistics companies, where the situation with the use of marketing communications was analysed.