IMPROVING MARKETING STRATEGIES FOR INCREASING EXPORT POTENTIAL (ON THE EXAMPLE OF SURKHANDARYA REGION)

Abstract

This research investigates the mechanisms for enhancing the export capacity of regional economies through the modernization of marketing frameworks. Using the Surkhandarya region as a primary case study, the paper analyzes the current state of local production and identifies existing bottlenecks that hinder competitive entry into global markets. The study emphasizes that traditional export approaches are no longer sufficient in the era of digital transformation and shifting global supply chains. The findings suggest a transition toward targeted digital marketing, the development of regional branding for agricultural and industrial goods, and the implementation of adaptive pricing strategies. The proposed strategic recommendations aim to diversify the export structure of the Surkhandarya region, ensuring sustainable economic growth and increased international competitiveness for local enterprises.