INTEGRATION OF MARKETING STRATEGIES IN RETAIL TRADE ACTIVITIES
DOI:
https://doi.org/10.5281/zenodo.18277982Keywords:
retail trade, digital marketing, neuromarketing, consumer behavior, brand loyalty, strategic approachAbstract
This study examines the integration of digital marketing and neuromarketing strategies in retail activities, their
impact on consumer behavior, and their role in enhancing competitiveness. It is substantiated that personalized offers,
push notifications, and visual and emotional advertising elements delivered through digital platforms, when designed
based on neuromarketing principles, contribute to the formation of strong emotional connections with consumers and
increased brand loyalty. The research also analyzes the current state of the application of digital–neuromarketing
approaches in Uzbekistan’s retail trade networks and proposes promising strategic recommendations.
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