IMPLEMENTING MARKETING INNOVATIONS IN THE REGIONS
Abstract
This article provides a comprehensive analysis of the implementation of marketing innovations in regional markets. It explores how tools such as social media marketing, e-commerce platforms, geo-targeted advertising, and CRM systems can be adapted to specific regional conditions to enhance economic growth, competitiveness, and customer engagement. Drawing on established theories such as the Technology Acceptance Model, STP model, and Regional Innovation Systems, the study highlights key drivers, challenges, and strategic recommendations for policymakers and businesses. The paper also presents empirical examples from Central Asia, showcasing how regional SMEs successfully utilize digital tools to expand market access and build consumer loyalty.
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