PROSPECTS FOR APPLYING MARKETING INNOVATIONS IN THE CAR SERVICE MARKET (ON THE EXAMPLE OF THE SAMARKAND REGION)

The article examines the theoretical and methodological foundations and practical prospects for implementing marketing innovations in the automotive service market using the Samarkand region as an example. Digital marketing, CRM (Customer Relationship Management) systems, Big Data analysis, and service personalization mechanisms are analyzed to increase the competitiveness of service enterprises under conditions of high automation. During the study, inter-district service indicators of the region were compared, and scientific proposals and recommendations were put forward to increase economic efficiency through the implementation of marketing innovations.

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