Analysis of the impact of marketing strategy on the formation of the components of the information and logistics system of a trading enterprise

The article examines the impact of marketing strategy on the formation of the components of the information and logistics system of a trading enterprise. The interrelation between marketing objectives and the development of information, technical, organizational, and logistics subsystems is revealed. It is substantiated that the chosen strategy determines the requirements for data quality, technological productivity, integration of business processes, and the level of customer service. The study emphasizes that marketing priorities such as demand forecasting, assortment and pricing policy, distribution channels, and communication tools directly influence the architecture of the information and logistics system. Particular attention is paid to the role of digital technologies in ensuring effective interaction between marketing and logistics activities and in creating adaptive supply chain models. The article proposes a systematization of performance indicators that allows evaluating the efficiency of information, technical, organizational, and logistics subsystems in an integrated way, identifying bottlenecks, and substantiating directions for improvement. The research also highlights the significance of customer-centric approaches and the integration of omnichannel strategies that affect warehouse management, transportation networks, and inventory optimization. The results obtained can be applied in the development of marketing strategies for trading enterprises under modern competitive conditions, contributing to increased efficiency of logistics processes, optimization of costs, improvement of customer satisfaction, and sustainable development. The scientific contribution of the research lies in developing a conceptual approach to analyzing the influence of marketing strategy on the structural and functional configuration of the information and logistics system, which can be applied in strategic management, digital transformation, and enhancing enterprise adaptability to dynamic market challenges in the post-war economic environment. Keywords: strategy, marketing, marketing strategy, information and logistics system, analytical support, trading enterprise, logistics systems.