THEORETICAL FOUNDATIONS OF THE USE OF MARKETING TOOLS AND METHODS IN THE DEVELOPMENT OF INDUSTRIAL ENTERPRISES
DOI:
https://doi.org/10.55640/Keywords:
Sustainable development; industrial enterprises; marketing tools; marketing management; innovation; competitiveness; strategic matrix; portfolio analysis; market attractiveness; digital transformation.Abstract
The article examines the theoretical foundations of using marketing principles, tools, and methods to ensure the sustainable development of industrial enterprises. The author highlights the evolution of marketing concepts and their application in modern business, emphasizing the role of marketing philosophy as both a science and an art of identifying, creating, and maintaining consumers. The study discusses the integration of marketing management structures in industrial companies and explores how the digital transformation era — with the rise of Internet marketing, mobile, viral, and blog marketing — influences industrial competitiveness.
The paper also analyzes the mechanism of sustainable development, its relationship with industrial policy, and the need for innovation-based approaches to production efficiency. It refers to Uzbekistan’s national development strategies (2017–2026) as frameworks supporting the creation of sustainable mechanisms in industry. Furthermore, the author explains portfolio matrices, diversification strategies, and models such as the “Market Attractiveness – Competitive Advantage” model, underlining their importance in forming effective marketing strategies for long-term industrial stability and competitiveness.
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