INTEGRATING TERRITORIAL MARKETING AND SECTORAL SPECIALIZATION: A HUDMI–LQ MIXED MODEL FOR BUKHARA REGION
Abstract
This article develops and applies a HUDMI–LQ Mixed Model to assess territorial marketing performance and sectoral specialization in Bukhara Region, Uzbekistan. The model integrates the Territorial Marketing Efficiency Index (HUDMI) with Location Quotient, delta LQ, and CAGR indicators. HUDMI Core measures the structural economic base, while HUDMI Extended adds digital marketing and branding dimensions. Median thresholds classify districts into four strategic quadrants. Results reveal strong interdistrict asymmetry: several territories combine high marketing performance with strong specialization, while others show mismatches between economic capacity and marketing visibility. The model provides an operational basis for differentiated regional marketing and development policy design.
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