Moda sanoatida marketing samaradorligini baholash uslubi
DOI:
https://doi.org/10.5281/zenodo.17168792Keywords:
tayyor mahsulotlar, SMM ko‘rsatkichlari, xulq-atvor, moda brend, samaradorlik, marketingAbstract
Ushbu maqolada moda sanoatida marketing samaradorligini baholashning nazariy va amaliy jihatlari
yoritilgan. Brend qiymati, iste’molchi ongidagi pozitsiya, sotuv ko‘rsatkichlari va neyromarketing texnologiyalari asosida
samaradorlikni o‘lchash usullari tahlil qilingan. Xorijiy va mahalliy olimlar tadqiqotlari asosida marketing samaradorligini
baholash mezonlari shakllantirilib, milliy brendlarni xalqaro bozorda raqobatbardosh etishga qaratilgan takliflar ilgari
surilgan.
References
1. Keller K. L., Kotler P. Branding in B2B firms //Handbook of business-to-business marketing. – Edward Elgar Publishing,
2022. – С. 205-224.;
2. Mrad M. et al. Brand addiction in the contexts of luxury and fast- fashion brands //Journal of Retailing and Consumer
Services. – 2020. – Т. 55. – С. 102089.;
3. Park H., Lim R. E. Fashion and the metaverse: Clarifying the domain and establishing a research agenda //Journal of
Retailing and Consumer Services. – 2023. – Т. 74. – С. 103413.;
4. Blasi S., Brigato L., Sedita S. R. Eco-friendliness and fashion perceptual attributes of fashion brands: An analysis of
consumersʼ perceptions based on twitter data mining //Journal of Cleaner Production. – 2020. – Т. 244. – С. 118701.;
5. Г.А.Багиев, В.М. Тарасевич. Маркетинг –Спб.: Питер, 2012; С.И. Антошкин Управление брендом инновационной
продукции. Специальность 08.00.05 – экономика и управление народным хозяйством (маркетинг, управление
инновациями). Дис. на соис. уч. степ. к.э.н., СПб 2017.;
6. Н.А.Ольмезова. Управление позиционированием портфеля брендов. Специальность 08.00.05 – экономика и
управление народным хозяйством (маркетинг, управление инновациями). Дис.на соис. уч. степ. к.э.н., доцент
– 2017. ст 109.;
7. Глупко- Федоричева С. С., Миракян А. Г. Масштабирование бизнеса: как выбрать подходящую модель развития
молодому бренду одежды? //Инновации и инвестиции. – 2022. – №. 5. – С. 64-70.;
8. Soliev A.S.. Marketing. Bozorshunoslik. Darslik. 2010 yil.; N.Q. Yo’ldoshev strategik menejment. Darslik. – T.: TDIU,
2013. 140 b.;
9. M.A.Ikramov, Sh.Dj Ergashxodjaeva, Z.D.Adilova, I.U.Ne’matov Upravlenie brendom. O’quv qo’llanma. –T:, Iqtisodiyot,
2019 yil 305 bet.;
10. Sh.Dj.Ergashxodjaeva, I.Nematov Brendni boshqarish. O’quv qo’llanma. – T.: Iqtisodiyot, 2019. — 146 b.
11. Au, K.-F., Choi, T.-M., & Yu, Y. (2008). Fashion retail forecasting by evolutionary neural networks. International Journal
of Production Economics, 114(2), 615–630.
12. Beheshti-Kashi, S., Karimi, H. R., Thoben, K.-D., Lütjen, M., & Teucke, M. (2015). A survey on retail sales forecasting
and prediction in fashion markets. Systems Science & Control Engineering: An Open Access Journal, 3(1), 154–161.
https://doi.org/10.1080/21642583.2014.999389
13. Fadel, K., & Konis, E. (2024). Analyzing the Influence of Marketing Strategies on Consumer Behavior in the Fast
Fashion Industry: The Case of Zara in Cyprus. Revista de Gestão Social e Ambiental, 18(8), e08426. https://doi.
org/10.24857/rgsa.v18n8-160
14. He, H., Xu, P., Jia, J., Sun, X., & Cao, J. (2024). Visual assessment of fashion merchandising based on scene saliency.
International Journal of Clothing Science and Technology. https://doi.org/10.1108/IJCST-03-2022-0037
15. Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and
purchase intention. Journal of Global Fashion Marketing, 1(3), 164–171. https://doi.org/10.1080/20932685.2010.105
93068
16. Makridakis, S., Wheelwright, S., & Hyndman, R. (1998). Forecasting methods and applications (3rd ed.). Wiley.
17. Moore, M., & Fairhurst, A. (2003). Marketing capabilities and firm performance in fashion retailing. Journal of Fashion
Marketing and Management: An International Journal, 7(4), 386–397. https://doi.org/10.1108/13612020310496976
18. Moore, M., & Fairhurst, A. (2003). Marketing capabilities and firm performance in fashion retailing. Journal of Fashion
Marketing and Management: An International Journal, 7(4), 386–397. https://doi.org/10.1108/13612020310496976
19. Pinto, D. C., Araújo, A., & Sampaio, C. H. (2015). Assessing marketing effectiveness in fashion markets: A survey of
forecasting and evaluation methods. Journal of Global Fashion Marketing, 6(1), 36–49. https://doi.org/10.1080/21642
583.2014.999389
20. Sfar, N., & Çengel, O. (2023). The Impact of Digital Marketing on Luxury Fashion Brands. Asia Pacific Journal of
Marketing and Logistics, 37(1), 210–225. https://doi.org/10.1108/APJML-05-2023-1241801
21. Sohaib, M., & Han, H. (2023). Building value co-creation with social media marketing, brand trust, and brand loyalty.
Journal of Retailing and Consumer Services, 74, 103442. https://doi.org/10.1016/j.jretconser.2023.103442
22. Sun, Z.-L., Choi, T. M., Au, K-F., & Yu, Y. (2008). Sales forecasting using extreme learning machine with applications in
fashion retailing. Decision Support Systems, 46(1), 411–419.
23. Thomassey, S. (2010). Sales forecasts in clothing industry: The key success factor of the supply chain management.
International Journal of Production Economics, 128(2), 470–483. Retrieved May 12, 2014, from http://linkinghub.
elsevier.com/retrieve/pii/S0925527310002598
24. Wang, Y., Ahmed, S. C., Deng, S., & Wang, H. (2019). Success of Social Media Marketing Efforts in Retaining
Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market. Sustainability, 11(13),
3596. https://doi.org/10.3390/su11133596
25. Wei, L., Hong, Y., & Zeng, X. (2024). Exploring the influence of content marketing strategies on the expansion of
the fashion second-hand market: a theoretical prediction study. Journal of Fashion Marketing and Management: An
International Journal, 28(5), 950–979. https://doi.org/10.1108/JFMM-09-2023-0232
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 YASHIL IQTISODIYOT VA TARAQQIYOT
This work is licensed under a Creative Commons Attribution 4.0 International License.