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No. 3 (2026)
Marketing

Articles

KORXONALAR FAOLIYATIDA INNOVATSION MARKETINGNI JORIYETISHNING NAZARIY VA AMALIY ASOSLARI

Published 2026-04-03

Authors
Raxmonqulova Sarvinoz Asrorovna
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Abstract

Mazkur tadqiqotda korxonalar faoliyatida innovatsion marketingni joriy etishning
nazariy va amaliy mexanizmlari kompleks tahlil qilindi. Tadqiqotning maqsadi -
innovatsion marketing vositalarining korxona raqobatbardoshligiga taʼsirini baholash
va uni joriy etishning samarali modelini ishlab chiqishdan iborat. Ishda SWOT va
PEST tahlil, qiymat zanjiri modeli hamda raqamli marketing indikatorlari asosida
tizimli yondashuv qoʻllanildi. Tadqiqot natijasida innovatsion marketingni joriy etish
korxonalarda savdo hajmini oshirish, mijoz sodiqligini mustahkamlash hamda bozor
ulushini kengaytirishga xizmat qilishi ilmiy asoslandi. Ishning ilmiy yangiligi sifatida
innovatsion marketingni sanoat korxonalari sharoitida integratsiyalashgan boshqaruv
modeli taklif etildi. Olingan natijalar sanoat korxonalarida marketing strategiyasini
takomillashtirishda amaliy ahamiyatga ega.

Keywords

innovatsion marketing, raqamli marketing strategiyasi, sanoat korxonalari, raqobat ustunligi, marketing avtomatlashtirish, qiymat zanjiri (value chain), CRM tizimi, Big Data tahlili, bozor segmentatsiyasi, mijoz sodiqligi, raqamli transformatsiya, marketing samaradorligi.

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