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No. 9 (2026)
Marketing

Scientific articles

OʻZBEKISTON VA RIVOJLANGAN MAMLAKATLARDA MARKETING AMALIYOTINING QIYOSIY TAHLILI, TIZIMLI MUAMMOLARI VA STRATEGIK RIVOJLANISH YOʻNALISHLARI

DOI 10.67668/mj/2026iss9/2146 Pages 965-977

Published 2026-09-07

Authors
Boboxoʻjayev Baxtiyor Nazirxoʻjayevich a , Boboxoʻjayeva Fotima Kaxramonovna b
Affiliations
a Tashkent State University of Economics image/svg+xml
b Tashkent International University image/svg+xml
Marketing jurnali — 2026-yil sentabr, 9-son
PDF (Uzbek) Google Scholar Google Scholar

Abstract

This analytical article provides a comprehensive examination of the conceptual and practical differences between the marketing systems of the emerging Uzbek market and those of developed countries, including the United States, the European Union, and Japan. The article analyzes the current state of the marketing sector in Uzbekistan, institutional and technological barriers, human resource capacity, challenges related to Data-Driven Marketing, and customer experience (CX) management. Drawing on advanced practices from developed markets, the study develops scientific and practical proposals and recommendations for improving marketing efficiency and ensuring the competitiveness of Uzbek enterprises, including implementation mechanisms, sources of financing, and their economic justification. The marketing of Uzbekistan and developed countries was compared across seven parameters in a comparative matrix, and a summary financial model covering costs, sources of financing and payback periods was built for three proposal areas. The results showed the need to measure marketing performance through ROMI, LTV and LTV:CAC indicators, to introduce MarTech tools on the basis of public-private partnership, and to move exporters from the OEM model to their own brands with the help of ABM.

Keywords

marketing strategy, Data-Driven Marketing, MarTech, ROMI, customer experience (CX), digital transformation, B2B marketing, sources of financing

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