MARKETINGDA RAQAMLI KOMMUNIKATSIYALARNING STRATEGIK AHAMIYATI
Keywords:
raqamli marketing, marketing miks, raqamli kommunikatsiya, iste’molchi xulqi, bozor samaradorligiAbstract
Raqamli kommunikatsiyalar zamonaviy marketing tizimining ajralmas tarkibiy qismiga aylanib, korxonalar va iste’molchilar o‘rtasidagi munosabatlarni tubdan o‘zgartirdi. Ushbu maqolada raqamli kommunikatsiyalarning marketing miksidagi strategik roli, ularning iste’molchi xulq-atvoriga ta’siri hamda raqamli texnologiyalar orqali yaratilayotgan bozor ustunliklari ilmiy jihatdan tahlil qilinadi. Tadqiqotda raqamli marketingning O‘zbekiston iqtisodiy sharoitidagi o‘rni, uning samaradorligi va institutsional cheklovlari yoritiladi. Natijalar raqamli kommunikatsiyalarni marketing samaradorligini oshiruvchi asosiy mexanizm sifatida baholash imkonini beradi.
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