HARNESSING DIGITAL TOOLS FOR MARKETING MANAGEMENT: A CASE STUDY OF E-COMMERCE IN UZBEKISTAN

Аннотация

Digital marketing has emerged as a cornerstone of e-commerce development, offering transformative opportunities for businesses in Uzbekistan. This research explores the adoption and effectiveness of digital marketing tools, focusing on their role in enhancing brand presence, customer engagement, and business growth. Drawing from interviews with industry experts and educators, as well as revealing from leading Uzbek firms, this study identifies critical challenges, such as the digital skills gap and budget constraints, that hinder broader adoption. Through a combination of data collection, this paper offers a roadmap for accelerating digital transformation in Uzbekistan’s e-commerce sector. The findings emphasize the need for strategic investments in education, public-private partnerships, and influencer-driven campaigns to boost competitiveness.