THE ROLE OF MARKETING IN ECONOMIC DEVELOPMENT: A COMPARATIVE ANALYSIS OF DEVELOPED AND DEVELOPING COUNTRIES

This study critically examines the role of marketing as a fundamental driver of economic development, adopting a comparative perspective between developed and developing economies. Marketing extends beyond its traditional commercial function to serve as a strategic mechanism that enhances resource allocation, fosters innovation, and strengthens market integration. In advanced economies such as the United States, highly developed marketing systems—supported by digital technologies, data-driven strategies, and sophisticated consumer analytics—contribute significantly to productivity growth, global competitiveness, and sustained economic expansion. Conversely, in developing economies like Uzbekistan, marketing is undergoing a transformative process, increasingly shaping business practices and enabling broader market participation. The rise of digital marketing, in particular, acts as a catalyst for overcoming structural limitations, expanding access to international markets, and promoting entrepreneurial activity. Despite disparities in institutional capacity, technological adoption, and market maturity, marketing remains a universal and dynamic component of economic development.

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