CONCEPTUAL FOUNDATIONS FOR ENSURING THE INFORMATION SECURITY OF BUSINESS ENTITIES WITHIN THE FRAMEWORK OF COMPLEMENTARY INTEGRATION OF MARKETING AND LOGISTICS STRATEGIES

Abstract

The article examines the conceptual foundations for ensuring the information security of business entities within the framework of complementary integration of marketing and logistics strategies. The concepts of "information security," "cybersecurity," and "information protection" are delineated as a whole-to-parts relationship, where information security is interpreted as a managerial-economic construct that treats information as a strategic enterprise asset, while cybersecurity and information protection serve as its instrumental subsystems of a technical and digital orientation. It is substantiated that the complementary model of marketing and logistics integration fundamentally differs from parallel and subordinate coexistence of functions and is realized through shared information flows between CRM, ERP, and WMS systems, which simultaneously represent the most vulnerable channels for cyberattacks from both external and internal threat actors. A classification of information security threats at the intersection of marketing and logistics processes has been developed according to source (internal and external) and nature (technical, organizational, behavioral), with specific supply chain risks and marketing analytics manipulation identified separately. A conceptual model for ensuring information security within an integrated marketing-logistics system is proposed, grounded in the principles of proactivity, multi-layered defence, and adaptability, integrating the ISO/IEC 27001 standard, blockchain technology for supply chain transaction traceability, and artificial intelligence for anomaly detection. The regulatory framework is analyzed, including the Law of Ukraine "On Information Protection in Information and Communication Systems," the EU General Data Protection Regulation (GDPR), and the NIS2 and DORA directives. The specifics of ensuring information security for Ukrainian enterprises under martial law conditions and European integration are explored, taking into account the CERT-UA cyber incident statistics for 2024, which demonstrated a 69.8 percent increase compared to the previous year.