The influence of various factors on consumer behaviour, controlled and uncontrolled by the firm, is characterized. Describing that all elements of the marketing complex, which are controlled by the enterprise, have special influence on consumers decision to purchase goods.
The article justifies the feasibility of multi-channel marketing tool in activities of companies that provide logistics services. Specifies the meaning of multi-channel marketing and the scope of its use, generalizing multi-channel marketing tools. Particular attention is paid to the determination and substantiation of the leading role of contact personnel of logistics enterprises in establishing and maintaining of communication with all parties to create customer value chain of logistic services.