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No. 11 (2025)
Marketing

Articles

EFFECTIVENESS FACTORS OF MARKETING STRATEGIES IN THE B2B MARKET OF TEXTILE ENTERPRISES

Published 2025-11-29

Authors
Sapayeva Nilufar Kadambayevna a , Abu Rayhon Beruniy nomidagi b
Affiliations
a N/A
b Urganch State University i.f.f.d., Ph.D., associate professor
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Abstract

The article investigates the effectiveness factors of marketing strategies used by textile enterprises in the B2B market. The main components of the strategy —digital integration, organizational capacity, innovation, customer relationship management, and po sitioning —have been identified and conceptually structured. It has been determined that these elements contribute to strategic effectiveness through a sequential and interlinked mechanism. A conceptual model has been developed to reflect the causal relatio nships among these determinants. Based on the findings, practical recommendations have been provided to enhance marketing performance in the B2B textile sector. 520

Keywords

B2B marketing, textile enterprises, strategic effectiveness, digital integration, innovation, customer relationship management

References

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