WAYS TO IMPROVE THE EFFICIENCY OF USING INNOVATIVE MARKETING STRATEGIES IN RETAIL ENTERPRISES
Аннотация
This study aims to analyze the effectiveness of innovative marketing strategies in retail enterprises by employingquantitative methods, qualitative evaluation, and predictive modeling analysis. Emphasis is placed on developing asystematic methodology to identify key indicators for strategic success. An integrated efciency model was calculatedusing a multi-criteria decision-making approach, incorporating industry-specifc knowledge and classifying outcomes intodifferent levels based on impact and application.The research considers target markets, retail sectors (including SMEs and transnational networks), and the stabilityof marketing technologies. Additionally, it involves conducting in-depth research using the analytical hierarchy processto explore, analyze, and develop a comprehensive understanding of the interrelationships between contextual andtechnological factors influencing the adoption of innovative marketing tools.This study makes a signifcant contribution to addressing challenges and opportunities in the retail sector whenimplementing modern marketing strategies in both digital and traditional contexts. It also helps bridge the gap betweenemerging 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 researchstrengthens the foundations for the effective application of innovative marketing methods in retail enterprises, offeringmultifaceted approaches to overcome adoption challenges.