INTEGRATION OF MARKETING STRATEGIES IN RETAIL TRADE ACTIVITIES

This study examines the integration of digital marketing and neuromarketing strategies in retail activities, theirimpact on consumer behavior, and their role in enhancing competitiveness. It is substantiated that personalized offers,push notifications, and visual and emotional advertising elements delivered through digital platforms, when designedbased on neuromarketing principles, contribute to the formation of strong emotional connections with consumers andincreased brand loyalty. The research also analyzes the current state of the application of digital–neuromarketingapproaches in Uzbekistan’s retail trade networks and proposes promising strategic recommendations.