Vol. 1 No. 1 (2026), Articles
Vol. 1 No. 1 (2026)

DIGITAL MARKETING STRATEGIES FOR ENHANCING COMPETITIVE POSITIONING OF RETAIL CHAINS

Articles
Published 2026-01-31
Aziza Matyakubova
Lecturer, Department of Economics Urgench State University named after Al-Beruni
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Keywords

digital marketing, retail chains, competitive positioning, e-commerce integration, customer analytics, personalization strategies, mobile commerce, marketing automation, social commerce, customer journey optimization, digital engagement, conversion optimization, data-driven marketing, retail innovation, omnichannel experience

How to Cite

Matyakubova , A. (2026). DIGITAL MARKETING STRATEGIES FOR ENHANCING COMPETITIVE POSITIONING OF RETAIL CHAINS. INTERNATIONAL CONFERENCE ON MODERN RESEARCH AND SCIENTIFIC INNOVATION, 1(1), 72-79. https://doi.org/10.5281/zenodo.18440035
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Abstract

This thesis investigates digital marketing strategies for enhancing competitive positioning of retail chains in Uzbekistan based on comprehensive analysis of 214 retail chain outlets across 8 major cities during 2021-2024 and customer behavioral data from 4,782 consumers.

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References

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