WAYS TO IMPROVE THE EFFICIENCY OF USING INNOVATIVE MARKETING STRATEGIES IN RETAIL ENTERPRISES
DOI:
https://doi.org/10.5281/zenodo.17417804Keywords:
Innovative marketing, multi-criteria decision-making, retail strategy, digital transformation, technological adoption, consumer behavior.Abstract
This study aims to analyze the effectiveness of innovative marketing strategies in retail enterprises by employing
quantitative methods, qualitative evaluation, and predictive modeling analysis. Emphasis is placed on developing a
systematic methodology to identify key indicators for strategic success. An integrated efciency model was calculated
using a multi-criteria decision-making approach, incorporating industry-specifc knowledge and classifying outcomes into
different levels based on impact and application.
The research considers target markets, retail sectors (including SMEs and transnational networks), and the stability
of marketing technologies. Additionally, it involves conducting in-depth research using the analytical hierarchy process
to explore, analyze, and develop a comprehensive understanding of the interrelationships between contextual and
technological factors influencing the adoption of innovative marketing tools.
This study makes a signifcant contribution to addressing challenges and opportunities in the retail sector when
implementing modern marketing strategies in both digital and traditional contexts. It also helps bridge the gap between
emerging technologies and the general consumer population by tackling issues such as limited technical resources,
regional market disparities, and economic barriers. By examining this transformation-oriented feld in depth, the research
strengthens the foundations for the effective application of innovative marketing methods in retail enterprises, offering
multifaceted approaches to overcome adoption challenges.
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