THEORETICAL AND METHODOLOGICAL FOUNDATIONS OF DIGITAL MARKETING STRATEGIES IN THE CONSUMER GOODS MARKET

Abstrak

This study examines the theoretical and methodological foundations of digital marketing strategies in the consumer goods market, with a particular focus on emerging regional economies such as Khorezm, Uzbekistan. Using a conceptual-analytical framework supported by global digital marketing theories and regional market dynamics, the research identifies key drivers of digital transformation, including consumer behavior shifts, data-driven marketing, and omnichannel strategies. The findings highlight that effective digital marketing adoption enhances firm competitiveness, market efficiency, and customer engagement in regional consumer goods markets