Actual problems of innovative economy and law

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Theoretical and methodological foundations for the formation and development of the marketing mix in the field of logistics services

# 21 95-101 Download/view the full text of the article

УДК: 656.07:658.8

DOI: https://doi.org/10.36887/2524-0455-2026-1-21

Pavlova Olena
Doctor of Economics, Professor, Head of the Department of Economics and Trade
Lesya Ukrainka Volyn National University
https://orcid.org/0000-0002-8696-5641
Pavlov Kostiantyn
Doctor of Economics, Professor, Professor of the Department of Economics and Trade
Lesya Ukrainka Volyn National University
https://orcid.org/0000-0003-2583-9593
Mokhniuk Anna
PhD in Economics, Associate Professor, Associate Professor at the Department of Economics and Trade
Lesya Ukrainka Volyn National University
https://orcid.org/0000-0001-5583-6698
Volynets Iryna
PhD in Economics, Associate Professor, Associate Professor at the Department of Management
Lesya Ukrainka Volyn National University
https://orcid.org/0000-0003-2556-2109
Samoilenko Bohdan
Candidate of Economic Sciences, Senior Lecturer of the Department of Economics and Trade
Lesya Ukrainka Volyn National University
https://orcid.org/0009-0006-2380-314X

Published: 19.01.26

The modern logistics services market shifts competition toward service quality, execution transparency, and customer experience. In this context, the Logistics-as-a-Service concept becomes increasingly relevant, requiring the development of the marketing mix based on the 7P model and implementing digital tools to ensure process controllability, alignment between declared service parameters and operational capabilities, and measurable results. To develop and justify practical recommendations on how to build and improve the marketing mix for logistics services by combining the 7P model with the Logistics-as-a-Service approach and defining key performance indicators to support managerial decisions and increase competitiveness. The study applies a systemic approach, analysis and synthesis of scientific sources, logical-structural modelling of marketing mix elements, and comparative analysis of service management and performance control practices in logistics. It is shown that the specific nature of logistics services (intangibility, simultaneity, quality variability, and non-storability) determines the logic of marketing mix design and the need to manage not only the service outcome but also the delivery process and its evidence to the customer. An adaptive marketing mix concept is proposed in which 7P elements are translated into implementation tools within the Logistics-as-a-Service approach (service packages and service levels, regulated interaction standards, incident response rules, and digital access and support). The concept is complemented by a coherent system of control indicators that links marketing decisions with operational performance and competitive outcomes by measuring transparency, service stability, process discipline and speed, pricing effectiveness, and communication results. Integrating 7P with Logistics-as-a-Service approach and performance metrics shifts the marketing mix from a descriptive framework to a controllable management system, aligns marketing commitments with operational capabilities, and strengthens customer trust through measurability, transparency, and reproducibility of logistics service quality in a volatile environment.

Keywords: logistics services; marketing mix; 7P model; Logistics-as-a-Service; digitalisation; logistics service quality; performance indicators; competitiveness; risks.

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Pavlova O. , Pavlov K. , Mokhniuk A. , Volynets I. , Samoilenko B. Theoretical and methodological foundations for the formation and development of the marketing mix in the field of logistics services. Actual problems of innovative economy and law. 2026. №1. 95-101 pp. https://doi.org/10.36887/2524-0455-2026-1-21

Quote article, MLA style

Pavlova O. , Pavlov K. , Mokhniuk A. , Volynets I. , Samoilenko B. Theoretical and methodological foundations for the formation and development of the marketing mix in the field of logistics services. Actual problems of innovative economy and law. https://doi.org/10.36887/2524-0455-2026-1-21