International Journal of Management and Economics Fundamental
63
https://theusajournals.com/index.php/ijmef
VOLUME
Vol.05 Issue 06 2025
PAGE NO.
63-71
10.37547/ijmef/Volume05Issue06-12
Organization Marketing Management In Furniture
Making Companies
Asadbek Norbutaev
Student at Universitas Pendidikan Indonesia
Adib Sultan
Professor at Universitas Pendidikan Indonesia
Received:
11 April 2025;
Accepted:
07 May 2025;
Published:
18 June 2025
Abstract:
In the third priority area of the New Uzbekistan Development Strategy for the development of the
Republic of Uzbekistan for 2022-2026, ensuring the rapid development of the national economy and high growth
rates
, priority tasks such as “... creating conditions for organizing entrepreneurial activity and forming permanent
sources of income, increasing the share of the private sector in GDP to 80 percent and its share in exports to 60
percent. Improving the activities of existing structures to support entrepreneurship in the regions, reduce
unemployment and poverty”1 are also one of the guarantees for the development of small business and private
entrepreneurship.
Introduction:
Private entrepreneurship, along with saturating the
domestic market with goods, has been making a
significant contribution to creating new jobs,
generating additional income, and increasing the well-
being of the people. As the President of our country,
Shavkat Mirziyoyev, noted, “If the people are rich, the
state will be rich and strong”. A number of decrees and
resolutions of the President of the Republic of
Uzbekistan are devoted to the development and
comprehensive support of entrepreneurship. Among
them, we can mention the Decree of the President of
the Republic of Uzbekistan No. PF-5718 dated May 14,
2019 “On measures to radi
cally improve the system of
support and protection of entrepreneurial activity”.
The significance of this Decree is that it emphasizes the
persistence of a number of negative factors that
prevent the wider and more active involvement of the
population in entrepreneurial activity, primarily related
to the lack of a practical and transparent system of
communication
between
state
bodies
and
entrepreneurs, and establishes an effective mechanism
for eliminating this situation.
ANALYSIS OF LITERATURE ON THE TOPIC
From a comparative perspective, international
experience demonstrates that the development of
marketing as both a theoretical and practical
discipline has been significantly shaped by a number
of globally recognized economists and scholars.
Their
contributions have laid the foundational principles of
modern marketing, integrating elements of consumer
behavior,
strategic
management,
competitive
advantage, and market analysis into a cohesive
framework that has informed both academic thought
and business practice.
Among the most influential figures in this
domain,
Philip Kotler
is often regarded as the "father
of modern marketing," particularly for his work in
systematizing marketing management as a strategic
function within organizations.
Michael Porter
introduced groundbreaking concepts such as the Five
Forces Analysis and Value Chain framework,
emphasizing the role of competitive strategy in market
positioning.
Igor Ansoff
developed the Ansoff Matrix, a
key tool in strategic marketing planning. Scholars like
David Evans
,
Morris Berman
,
Mikhail Golubkov
,
Paul
Samuelson
, and
David Marshall
have also played vital
roles by expanding the theoretical underpinnings of
marketing and integrating it with broader economic
theory and managerial practice.
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In parallel, national scholars in Uzbekistan
have made significant strides in contextualizing
marketing theory in accordance with the socio-
economic and cultural realities of the country.
Their
efforts have contributed to the formation of a localized
marketing science that aligns with Uzbekistan's
transition to a market economy, the evolution of
consumer behavior, and the needs of emerging
domestic enterprises.
Among the most notable contributors are
Prof.
M. Mukhammedov
and
Prof. M. Pardayev
, whose
foundational research has helped adapt international
marketing concepts to national economic conditions.
Prof. R. Ibragimov
has been instrumental in studying
market segmentation and pricing policies within the
local context. Scholars such as
Y. Abdullayev
,
A.
Saliyev
,
M. Sharifkhodjayev
,
B. Khodiev
,
D.
Rakhimova
,
R. Boltaboyev
, and
D. Ergashkhodjaeva
have advanced the discourse through investigations on
consumer psychology, regional market development,
and marketing communication strategies adapted to
the Uzbek market.
Their collective contributions reflect a
growing div of localized knowledge that not only
enriches the global understanding of marketing but
also enhances its applicability within transitional and
developing economies.
This interplay between
international
theory
and
national
adaptation
underscores the dynamic nature of marketing science
and the importance of context-sensitive approaches in
its application.
RESEARCH METHODOLOGY
The research process was conducted using a
methodologically rigorous and interdisciplinary
approach
, which combined both qualitative and
quantitative elements to ensure the accuracy, validity,
and scientific depth of the findings. The study was
grounded in
systematic analysis
, relying on a variety of
well-established research techniques:
•
Abstract-logical thinking
was used to
conceptualize theoretical constructs and establish
causal relationships between economic indicators and
marketing dynamics.
•
Grouping methods
enabled the
categorization of key factors and variables, which
facilitated comparative assessment across various
marketing systems.
•
Through
comparative analysis
, the
study identified patterns and divergences between
international marketing models (e.g., those applied by
Kotler and Porter) and national frameworks developed
by local scholars in Uzbekistan.
•
Factor
analysis
allowed
the
decomposition of complex marketing phenomena into
underlying components, aiding in the isolation of
significant drivers influencing market behavior.
•
The
sample observation method
was
employed for empirical data collection. A targeted
sample of marketing professionals, academic
researchers, and enterprise managers was selected to
gain practical insights into marketing practices and
perceptions.
This combination of methods provided a
multidimensional lens through which the subject
matter could be analyzed both
empirically
and
theoretically
.
Research Methods Applied in the Study
To better visualize the methodological structure, the
following chart presents the relationship between each
research method and its analytical purpose:
Research Method
Analytical Purpose
Application in Study
Abstract-logical
thinking
Theoretical interpretation and model
formulation
Generalizing marketing theory across contexts
Grouping
Data classification and segmentation
Clustering variables such as consumer types,
regions
Comparative analysis
Identification of differences and
similarities
Comparing Uzbek and foreign marketing
approaches
Factor analysis
Extraction of key influence factors
Understanding what drives consumer behavior
and sales
Sample observation
Empirical validation and pattern
detection
Interviews and questionnaires with marketing
professionals
ANALYSIS AND RESULTS
The aim is to determine the ways to scientifically and
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methodologically substantiate the implementation of
the concept of marketing service development in
furniture manufacturing enterprises.
To achieve this goal, the following tasks were
set and completed in the scientific article:
- To study the essence and modern forms of the
marketing concept;
- To study the content of marketing services,
the theory of their organization, their role in the
economy and their characteristics;
- To analyze the current state of the furniture
manufacturing industry and the activities of the
marketing service;
- To analyze the marketing activities of the
limited liability company “
Havas Comfort Mebel
”, to
reveal its individual aspects;
- To propose new approaches to marketing
services in the furniture manufacturing industry;
- To develop proposals for the formation of
regional marketing services in the furniture industry
based on the experience of our country and foreign
companies.
At the same time, it should be noted that
methodological work on the practical application of
theoretical developments and their application in
enterprises is insufficient. In particular, the practical
application of theoretical recommendations on
marketing relations in furniture manufacturing
enterprises requires each sector to draw on its own
experience and characteristics, conduct relevant
scientific research, and develop recommendations and
systems
for
implementing
the
theory.
The
development of this sector in the New Uzbekistan
Development Strategy is reflected in the 22nd goal,
namely, to continue the industrial policy aimed at
ensuring the stability of the national economy and
increasing the share of industry in the gross domestic
product, and to increase the volume of industrial
pr
oducts by 1.4 times, as follows: “To increase the
volume of production of “Furniture” products by 2.8
times”3.
If we look at the history of the “HAVAS
COMFORT MEBEL” Limited Liability Company, it, like
many business entities, began its activities with a small
carpentry workshop. From 1996 to the present day, it
has grown to a large furniture manufacturing
enterprise. In 2003, it was transformed into a limited
liability company under this name, and in 2006, a large-
scale production of various types of furniture for the
population, enterprises, organizations and institutions
was launched.
Table 1: Production indicators of "Havas Comfort Mebel" LLC in 2021-2024.
№
Indicator name
Amount by year
2021
2022
2023
2024
1
Production volume, million soums
8745,7
9443,6
10402,1
11688,5
2
Annual production growth rate, %
100
107,98
110,15
111,4
3
Change compared to 2020, %
100
107,98
118,93
132,5
As can be seen from the data, "Havas Comfort Mebel" LLC is constantly increasing production volumes. By 2022,
products worth 11 billion. 588 million soums were produced, which is 1.3 times more than in 2019. We can clearly
observe the changes in production volumes in the diagrams below.
Table 2: Informat
ion on the range of products manufactured by “HAVAS COMFORT MEBEL” LLC is presented in
the table below.
№
Furniture Type
Annual production, million soums
Annual growth, %
2021
2022
2023
2024
2022
2023
2024
1
Kitchen Furniture
1542,7
4089,4
2159,5
3387,3
265,1
52,8
156,6
2
Upholstered Furniture
4693,8
3694,5
5570,3
4893,9
78,7
150,8
87,8
3
Office Furniture
18,4
12,3
232,0
486,2
66,9
1888,9
209,6
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4
Bedroom Furniture
797,6
391,1
183,1
404,4
49,0
46,8
220,9
5
Wooden
Tables
and
Chairs
417,2
11,3
151,8
155,5
2,7
1339,8
102,3
6
Coffee Tables
593,0
272,1
536,7
752,7
45,9
197,3
140,2
7
Mattresses
683,0
975,8
1568,6
1608,3
142,9
160,7
102,5
Total
8745,7
9443,6
10402,1
11688,5
107,98
110,15
111,4
As can be seen from the data
presented in the table, there is an increase in production at “
Havas Comfort Mebel
”
LLC according to the main positions of the assortment. We can see a decrease only in the production of bed
furniture and mattresses. The reason for this can be attributed to the actions of competitors in the Samarkand
furniture market in bed furniture. At the same time, it should be noted that as a result of the specialization of
furniture production, mattress production is actively served by other partner enterprises. In 2019, we can also see
high growth rates in the production of kitchen furniture and wooden tables and chairs in the activities of “
Havas
Comfort Mebel
” LLC. At the same time, in order to draw conclusions on individual assortment positions, it is
necessary to analyze changes in the composition of the assortment. In this case, we will study the share of product
types in total production.
Table 3:
Composition of the product range of “
Havas Comfort Mebel
” LLC in 20
21-2024.
From the data in the table and figures, we can see that in 2021, the main part of the assortment was
occupied by three types of products - upholstered furniture (24.24%), office furniture (32.32%) and bed furniture
(28.28%). The smallest place was occupied by kitchen furniture (0.61%). In 2022, we will see significant changes in
the composition of the assortment. Office furniture (29.63%) and upholstered furniture (24.69%) remained in the
leading positions. The share of bed furniture decreased sharply and amounted to 12.35%. The share of kitchen
furniture production increased from 0.61% to 9.88%. Similarly, the production of wooden tables and chairs
increased from 8.08% to 19.75%. The share of coffee tables and mattresses, which occupy a small place in the range
of manufactured products, decreased further and amounted to 2.47% and 1.23%, respectively, by 2024.
From this it can be concluded that over the past three years, significant changes have occurred in the
furniture market situation, and the position of "Havas Comfort Mebel" LLC in the market is also changing. This, in
turn, requires the development of the enterprise's marketing activities.
The marketing activities of "Havas Comfort Mebel" LLC are similar to those of all furniture enterprises in
the region. In this case, market research, organization of product policy, pricing and sales promotion schemes
depend on the initiative and capabilities of the enterprise. We can see this from the data in the table below.
Table 4: Analysis of the sales network at HAVAS COMFORT MEBEL LLC in 2024
№
Furniture Type
2021
2022
2023
2024
1
Kitchen Furniture
17,64
43,29
20,76
28,98
2
Upholstered Furniture
53,67
39,11
53,55
41,87
3
Office Furniture
0,21
0,13
2,23
4,16
4
Others
9,12
4,14
1,76
3,46
5
Wooden Tables and Chairs
4,77
0,12
1,46
1,33
6
Coffee Tables
6,78
2,88
5,16
6,44
7
Mattresses
7,81
10,33
15,08
13,76
Total
100
100
100
100
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№
Name of points of sale
Sales volume, pcs.
Sales volume, million
soums
1
Shop Navobod dealer
2339
3101,0
2
Shop Karshi dealer
324
679,3
3
Shop Bukhara dealer
46
103,0
4
Shop Tashkent dealer
128
377,1
5
Shop Fergana dealer
11
94,8
6
OOO “Havas Komford Mebel”
108
76,1
7
Sam-Karpo Design dealer
2328
3260,3
8
F-2 orders
5836
1688,7
9
F-3 orders
129
29,9
10
Individuals
201
640,8
11
Legal entities
2740
1644,7
Total
14190
11695,8
Figure 1: General structure of the distribution network of goods at Havas Comfort Mebel LLC in 2024
Table 5: Structure of sales volume at “HAVAS COMFORT MEBEL” LLC in 2024
№
Name of points of sale
Sales volume, pcs.
Sales volume, million
soums
1
Sale of furniture products through dealers
5284
7691,6
2
Spare parts for furniture
5965
1718,7
3
Individuals
201
640,8
4
Legal entities
2740
1644,7
Total
14190
11695,8
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о
Selling furniture through dealers
Spare parts for furniture
Individuals
Legal entities
Figure 2: Structure of sales volume by channel at “
Havas Comfort Mebel
” LLC in 2024
According to the results of the study, it was necessary
to study some national features of the implementation
of furniture marketing. That is, it turned out that the
possibility and effectiveness of marketing significantly
depend on the type of market, the products being
produced and sold, and the level of competition in the
market. In particular, the lack of universal, standard,
and standardized recommendations in the application
of the marketing concept is significant, while in
practical marketing everything depends on external
and internal factors and consumer characteristics.
If 5-
6 years ago, the “general” approach to the
application of the marketing concept prevailed in
Uzbekistan, now a differentiated approach is widely
used. If we analyze the types of furniture produced by
content, 58 percent falls on household furniture, 39
percent on organizational furniture, and three percent
on other furniture. In this regard, a significant share is
made up of office furniture and special furniture for
educational institutions, shopping malls, hospitals,
restaurants, shops, warehouses, hairdressers, etc.
An analysis of the structure of furniture
production by region showed that the main part of the
furniture produced in 2021 was sold to the city of
Samarkand and the region. The share of the regions in
sales was as follows: to the city of Tashkent - 377.1
million soums, to the Fergana region - 94.8 million
soums, to the city of Karshi - 679.3 million soums, to the
city of Bukhara - 103.0 million soums.
As noted above, the sustainable development
of any industry is directly related to the production and
sale of goods that are in demand. This, in turn, requires
effective organization of marketing activities of
industry enterprises, systematic study of the furniture
market, consideration of consumer preferences,
detailed analysis of factors of the purchasing process.
Technological change, increasing role of social media,
demographic changes and increase in purchasing
power of women are the main aspects that should be
taken into account in the marketing work of furniture
manufacturers and retailers. We found it appropriate
to segment the preferences of our country's furniture
consumers based on history, culture, customs,
traditions and characteristics of furniture products. The
opening and operation of “
Havas Comfort Mebel
” LLC
is close
ly related to “
Gulobod Mebel
” LLC. First of all,
both the founders of the studied object and “
Gulobod
Mebel
” LLC, as well as their location, indicate a close
relationship. The emergence of “
Havas Comfort Mebel
”
LLC is associated with the wide segmentation of the
furniture market and the intensification of competition
in it. Practice shows that the production of a wide range
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of products does not always give creative results. The
differentiation of technologies leads to a sharp increase
in production costs.
The main reason for the specialization in
furniture production is the large role of the brand’s
monopoly policy in the furniture market. Buyers
associate a certain type of furniture with a particular
brand, therefore, in order to select and maintain a
target segment, it is necessary to abandon universality.
If we observe the activities of “
Havas Comfort
Mebel
” LLC, from its establishment to the present day,
upholstered
furniture,
kitchen
furniture
and
mattresses occupy the main part of the assortment.
Analysis shows that new modern “Lux” and “Exclusive”
furniture are practically not found in the company’s
assortment. The majority of kitchen furniture is
occupied by the “Tashkent” furniture collection.
It can therefore be concluded that these two
furniture
manufacturers
are
using
certain
differentiation strategies in terms of specialization.
Table 6: Characteristics of the product range of “Havas Comfort Mebel”
LLC and “
Gulabad Mebel
” LLC
“HAVAS
COMFORT
MEBEL”
MCHJ
“GULOBOD
MEBEL”
MCHJ
Targeted at middle and low-income customers
Focused on middle and high-income buyers
The assortment mainly includes kitchen and
upholstered furniture
A wide range of products has been formed
The furniture is made using standard technology
and has a low level of differentiation
Furniture is made in a modern individual style,
guaranteed to meet all types of samples in the
catalog
Orders are accepted for the repair of any furniture Does not repair furniture (except for the warranty
period)
There is the possibility and orders for the
production of components
Does not produce components
Individual items of furniture sets are also produced Only sets are created to order
The trademark has not been formed.
Products are produced under the trademark
"MONDELUX"
From the above analysis, it is clear that “HAVAS
COMFORT MEBEL” LLC and “GULABAD MEBEL” LLC
specialize in separate segments of the furniture market
and together try to cover the market. When purchasing
furniture products, consumers use a wide range of
information, namely: analyze various information, seek
to find the optimal purchase option, choose a product
based on their lifestyle, taste and capabilities. Also, the
consumer takes into account financial, technical, time
loss and psychological risks when purchasing a long-
term product.
The buyer performs the actions of purchasing
and using home appliances only after clarifying his
need, which consists of several interconnected stages.
That is, the general need is aimed at solving the
following problems:
- determines what type of furniture will fully
satisfy his needs;
- buys the product in the market, in a company
store or via the Internet;
- What are the advantages of the product, what
guarantee does the seller give, how long can this
product be used?
To what extent do media influence the purchase of
furniture: the analysis shows that when purchasing
household appliances, 52.5% of the population uses
television programs, 43.1% use newspaper and
magazine advertisements, 49.7% visit company stores,
and 50.6% use catalogs and brochures.
Furniture manufacturers need to improve the
positioning process in order to achieve competitive
advantage and ensure a stable position for their
products in the target market and in the minds of
consumers, clearly different from competitors'
products. Enterprises in this industry are directing
significant efforts in implementing marketing activities
to form a marketing complex. As a result, there is a lag
in the positioning process, which plays an important
role in the systematic and effective conduct of
marketing activities by enterprises. When positioning a
product, special attention should be paid to developing
customer awareness and modernizing it.
Improper organization of the positioning
process by furniture manufacturers can lead to the
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International Journal of Management and Economics Fundamental (ISSN: 2771-2257)
following negative consequences:
- If the manufacturer does not determine the
position of the product in the market, in this case the
consumer can perform this task himself, and the
company may not be able to take the expected
position, and may even lead to the formation of a
negative image;
- The product's unique features that distinguish
it from competitors' products are not clearly indicated,
or a position close to the position of competitors is
determined - this may not serve to motivate the
consumer to purchase the product, but rather to have
the opposite effect;
- Failure to provide a clear position for the
product can interfere with the formation and
consistency of the marketing complex, and may even
cause the strategies for forming each element of the
marketing complex to conflict with each other.
- Even if the position is clearly chosen, but if its
boundaries are narrowly defined, such positioning can
act as a force that hinders the expansion of the market
for the company's existing products and the
introduction of new products. The main reason for this
is that companies in the industry use a common brand
strategy.
Based on the above, furniture manufacturers
should focus on two main areas when implementing
the positioning process:
- Determining the point of relevance or, in
other words, the point of similarity of the positioned
product. That is, based on research, it is intended to
determine in the minds of consumers which category
of goods the enterprise's product is equated with, or
rather, which category it is included in. This, in turn,
makes it possible to identify its direct competitors
based on revealing the specific characteristics of the
product category.
- Determining the point of differentiation of the
positioned product. This involves showing the
competitive advantage of the product based on
identifying one or more specific characteristics that
clearly distinguish it from the products of competitors.
- Furniture manufacturers should take into
account the following specific features of the industry
before positioning themselves in the above-mentioned
areas:
- The complexity of the product production
process and the high impact of technology. The
production of modern furniture requires complex
technologies, which ultimately leads to an increase in
the market price of the product.
- The long period of time for launching a new
type and model of furniture. The average period for
launching a new model of furniture for large furniture
manufacturers is 7-15 months.
- High demands on product quality. Since
furniture is a type of product that requires prior
selection, consumers expect the product to provide
long-term service. In order to maintain the quality of
their products at a high level, industry manufacturers
use high-quality fittings in production, while
maintaining their functional properties. Therefore,
many companies use the words “quality”, “solid” in
positioning their products.
Warranty service. Usually, the costs of
warranty service and post-warranty service are not
high, but in some cases they can amount to 20-25% of
the cost of the product. Also, the service of assembling
furniture after the sale can be up to 10% of the cost of
the product.
The consumer spends a relatively large amount
of time on the selection and purchase process of the
product. Marketing research shows that in the
consumer goods market, a consumer can spend up to 4
weeks on the selection and purchase of furniture.
The above problems and the characteristics of
marketing activities in the furniture industry suggest
the need for enterprises to develop a strategic and
tactical program for a separate marketing service.
CONCUSION
The “Strategy of Actions in Five Priority Areas of
Development of the Republic of Uzbekistan for 2017
–
2021”, developed by the President of the Republic of
Uzbekistan Sh.Mirziyoyev, sets out the following tasks
as a way to accelerate the economy: “... to master
fundamentally
new
types
of
products
and
technologies, on this basis to ensure the
competitiveness of national goods in the domestic and
foreign markets; to continue the policy of encouraging
the localization of production and, above all, to replace
imports of consumer goods and components, and to
expand inter-sectoral industrial co
operation.” These
tasks are further strengthened in the “Seven Areas
-
100 Goals” Strategy for the Development of New
Uzbekistan.
These tasks require local enterprises to apply
marketing principles in the conditions of modern
market
relations
and
to
form
international
competitiveness. First of all, it is necessary to
thoroughly study the forms and methods of marketing
research, which are market tools. In this regard, we
have studied the theoretical and practical aspects of
marketing services at industrial enterprises in our
graduation qualification work and have come to the
following main conclusions.
Marketing services are one of the main links of modern
marketing activities and occupy one of the largest
places in marketing theory. In marketing philosophy,
the organizational aspects of marketing services for
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enterprises are the basis for production decisions.
Marketing services are carried out in various
forms and manifestations under the influence of the
intended goals, market entities, type of goods, market
situation, and many other factors. At the same time,
marketing services are united by the same principles.
“H
avas Comfort Mebel
” LLC is located in the
Samarkand district of the Samarkand region and is
mainly adapted to the production of various types of
furniture. The enterprise produces furniture for the
domestic market and today has an assortment of about
50 types. The enterprise employs 52 people.
Marketing activities are mainly carried out by
specialists in working with customers. The sales
department of the enterprise sells manufactured
products through dealers and stores.
“
Havas Comfort Mebel
” LLC chooses two paths
in its marketing activities:
a) identifying the customer’s wishes and
studying the extent to which they are realized during
the order execution period. This method is mainly used
for individual orders, that is, furniture selected
according to the rooms, and as a result, the mass
catalog is expanded to furniture;
b) Meeting the needs of potential consumers
based on samples and catalogs available at the
enterprise.
As a result of the research conducted, we have
developed the following
proposals for the development of marketing
research at the enterprise:
- Expanding the forms and scope of marketing
services, that is, using functional, product and matrix
structures, etc., which are widely used in market
relations;
- Implementation of a marketing outsourcing
system in the marketing services system, that is, the
implementation of marketing services with the help of
external organizations;
- Organization and development of marketing
services based on digitalization technology;
- Widespread use of benchmarking information
in marketing services, study of the results of other
people's experiments.
The effectiveness of these proposals is
reflected not only in sales volumes, but also in the
reputation of the enterprise.
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