Mechanisms for Managing Marketing Activities in Retail Trade Enterprises
Keywords:
Retail Trade, Marketing Management, Marketing Activity, Trade Enterprise, Consumer Market, Marketing Strategy, Digital Marketing, CRM-Systems, Omnichannel Retailing, UzbekistanAbstract
The present article examines the contemporary mechanisms for managing marketing activities in retail trade enterprises operating within the context of the digital transformation of the economy. The study analyses the conceptual framework of retail marketing management, identifies the principal structural components of the marketing management system, and evaluates the efficiency of various marketing tools applied in the retail sector. The article substantiates the need for an integrated approach to the organisation of marketing activities in retail enterprises, taking into account the specifics of the consumer market of Uzbekistan. The research is based on an analysis of both domestic and international scholarly sources, statistical data, and practical experience accumulated in the retail sector. The findings of the study may be of practical value for managers of retail enterprises seeking to improve their marketing management systems.
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