Innovation of Logistics Management as a Strategic Factor in the Marketing Policy of the Enterprise's Distribution

The modern market is characterized by dynamism, intense competition and the evolution of consumer expectations, which require enterprises not only to provide quality products, but also fast, accurate and convenient delivery. In the context of digital transformation and the rapid development of technologies, including the Internet of Things, artificial intelligence and big data, innova tive logistics management is becoming a key tool for optimizing internal processes, reducing costs and increasing the overall efficiency of enterprises. Economic instability emphasizes the critical role of logistics in reducing operating costs and losses, which is vital for all business units. In addition, the growing awareness of environmental responsibility and the requirements for sustainable development encourages companies to seek more environmentally friendly and efficient logistics solutions. In the context of marketing distribution policy, innovative logistics is transformed from a regular operational element into a strategic asset. It allows not only to ensure timely delivery, but also to create additional value for consumers, increasing their loyalty and strengthening the brand's position in the market. Thus, innovations in logistics management form the basis for creating competitive advantages, ensuring long-term success and sustainable development of the enterprise in the face of modern challenges. In general, the conclusions of the study emphasize that innovative logistics management is a strategic factor in the marketing distribution policy, which allows creating additional value for consumers, increasing their loyalty and strengthening the brand's position in the market. In wartime, when most of the established supply chains have ceased to function, the problem of forming a logistics management mechanism for innovation-oriented enterprises in the context of digitalization and security challenges is particularly relevant. Optimization of logistics processes is an urgent way to continue production and economic activities, which requires constant monitoring of problems, risks and threats, the formation of a resource flow management system, planning and forecasting of logistics processes, as well as establishing cooperation with stakeholders to minimize risks. Calculating the effect of logistics synergy is important for assessing the additional profit from the implementation of logistics functions and integration with other subsystems. Keywords. Innovation, logistics management, strategy, marketing policy, distribution, enterprise, efficiency, competitiveness