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Vol. 5 No. 2 (2026)
"Labor Economics and Human Capital" Scientific electronic journal

Entrepreneurship Development

MODERN APPROACHES TO THE FORMATION OF MARKETING STRATEGIES IN ENTERPRISES

DOI 10.55439/lehc/vol5iss2/308 Google Scholar Google Scholar Pages 153-162

Published 2026-06-29

Authors
Adilova Zulfiya Djavdatovna
Affiliation
Tashkent State University of Economics image/svg+xml
PDF (Uzbek)

Abstract

This article explores modern approaches to the formation of marketing strategies in enterprises, their theoretical foundations, and practical significance. It analyzes the role of marketing strategies in ensuring the competitiveness of enterprises in the context of globalization, digital transformation, and shifts in consumer behavior. Furthermore, to evaluate the effectiveness of marketing strategies, criteria such as customer acquisition rate, customer retention metrics, and return on investment (ROI) are analyzed. The research results indicate that enterprises utilizing modern marketing strategies experience an increase in customer loyalty and market share, optimization of marketing expenses, and enhanced profitability.

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