Convergence of marketing and purchasing as a tool for business risk management

The article presents a comparative analysis of marketing and procurement tools. The purpose of the study is to substantiate the thesis that currently there is a convergence of marketing and procurement tools. Particular attention is paid to the study of the reasons for the convergence of marketing and procurement tools, as well as its consequences. It has been proven that the use of reverse marketing helps reduce business risks and ensures sustainable growth in the financial and economic performance of enterprises.