DEVELOPMENT OF EFFECTIVE ORGANIZATIONAL-ECONOMIC MECHANISMS FOR TRANSITION TO THE INNOVATIVE MARKETING CONCEPT IN ENTERPRISES UNDER DIGITAL TRANSFORMATION
DOI:
https://doi.org/10.5281/zenodo.19674800Keywords:
digital transformation, innovative marketing, artificial intelligence, Big Data, omni-channel, enterprise, competitiveness, organizational and economic mechanismAbstract
This article presents the findings of a study devoted to the development of effective organizational and economic
mechanisms for enterprises’ transition to the innovative marketing concept in the context of digital transformation. The
research examines the impact of digital tools, including artificial intelligence, Big Data, the Internet of Things (IoT),
cloud technologies, and blockchain, on marketing activities. Based on statistical data on the development of the digital
economy in the Republic of Uzbekistan and the implementation of innovative marketing in enterprises, scientific and
practical conclusions were drawn. According to the research findings, a comprehensive six-component mechanism for
the transition to the innovative marketing concept in the context of digital transformation is proposed.
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