ТЕОРЕТИКО-МЕТОДОЛОГИЧЕСКИЕ ОСНОВЫ СТРАТЕГИЧЕСКОГО МАРКЕТИНГОВОГО УПРАВЛЕНИЯ ПРЕДПРИЯТИЯМИ

The article systematizes the theoretical and methodological foundations of strategic marketing management of enterprises. The aim of the work is to use theoretical synthesis to generalize the evolution of conceptual approaches, clarify the content of the category "strategic marketing management," and propose a multilevel methodological model for making strategic marketing decisions. The study is theoretical in nature and relies on a comparative-historical analysis of scientific schools, a content analysis of 30 sources, and a descriptive analysis of secondary statistical data from international and national organizations. It is established that the subject field has passed through 4 stages of development: planning-functional, positional-industry, resource-competence, and digital ecosystem. It is shown that meta-analytic estimates record a stable positive relationship between market orientation and performance: the corrected correlation coefficient is 0.32 for overall performance and 0.45 for innovativeness and customer satisfaction. Comparing these estimates with the dynamics of marketing budgets, which in 2025 amounted to 7.7% of company revenue versus approximately 11% in the pre-COVID period, allows us to argue that the source of competitive advantage is not the volume of spending but the quality of marketing capabilities. For the conditions of Uzbekistan, where 463.0 thousand enterprises were operating as of July 1, 2025, methodological principles for adapting the proposed model are formulated.

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