Transformative Logistics Marketing: Innovation for Agile, Sustainable and Customer-Focused Logistics
DOI:
https://doi.org/10.37387/ipc.v13i2.410Keywords:
innovation, marketing, technology, artificial intelligence, companyAbstract
Logistics marketing faces challenges derived from the growing demand for fast, personalized and sustainable deliveries. This research explores how to integrate marketing and technology strategies to improve operational efficiency and satisfy customers in a rapidly evolving technological environment through the identification and analysis of innovative strategies that optimize logistics marketing, focused on sustainability, efficiency and customization. in modern supply chains. A qualitative study was carried out with a documentary approach, analyzing 250 relevant documents through the NVivo program. Inclusion criteria include recent academic publications on logistics marketing, sustainability and technological innovation. The analysis shows that the integration of digital marketing and emerging technologies such as IoT, artificial intelligence and blockchain improves operational efficiency and personalization, optimizing the customer experience. It also highlights the need for sustainability in the supply chain, with practices such as the use of recyclable materials and optimized routes. Logistics marketing, combined with advanced technology, can transform supply chains, improving competitiveness and sustainability. Companies must adopt proactive and innovative strategies to respond to market demands, highlighting the importance of customization, resilience and sustainability, which guides them to be operationally efficient and have a competitive advantage in a dynamic global market.
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