Application and improvement of next-generation marketing strategies in the development of the market for innovative products in the light industry

Аннотация

In the 21st century, the intensification of market relations, increasing competition, and the transformation of innovation into a leading economic driver have led to fundamental changes in the nature of marketing strategies. A key characteristic of modern marketing activity is the ability to adapt flexibly to rapidly changing consumer demands, digital technologies, and evolving market 
trends. In this context, marketing strategies are no longer static documents but function as continuously evolving and customer-oriented mechanisms.The development of digital marketing has significantly surpassed traditional marketing approaches, with social media, e-commerce, mobile, and omnichannel strategies enhancing the overall effectiveness of marketing activities. Artificial intelligence, big data analytics, CRM systems, and personalized marketing tools enable a deeper understanding of consumer behavior and the development of strategies tailored to target audiences. At the same time, pricing, positioning, and product life cycle strategies play a crucial role in the market introduction of innovative products.In the light industry sector, the development of marketing strategies for innovative products is closely associated with personalized approaches, alignment of design and functionality with consumer expectations, environmental responsibility, and the application of sustainable production principles. Modern tools such as virtual reality, augmented reality, video marketing, and influencer marketing play a significant role in enriching customer experience.Although positive developments have been observed in the field of marketing in Azerbaijan in 
recent years, the limited level of practical implementation and the predominant reliance on traditionalmarketing tools slow down the pace of digital transformation. In this regard, the adaptation of international best practices to local market conditions and the transition to innovative and digitally oriented marketing strategies should be considered a strategic necessity for enhancing the 
competitiveness of light industry enterprises and ensuring export-oriented, sustainable economic development