Using Innovative Marketing Strategies in The Development of The Market of Information and Communication Services

Abstract

In this monograph theoretical and methodological foundations of developing innovative marketing strategies in promoting information and communication services are discussed. In this accordance, recent market trends on implementing innovative approaches in the marketing of information and communication services are analyzed. Furthermore, the current research has studied the leading global experience of developed economies on the application of innovative marketing strategies, as well as the formation of the national market of information and communication services, and potential opportunities of implementing innovative marketing strategies in improving information and communication services market of the Republic of Uzbekistan. The study provided conceptual analysis of the national information and communication services market, as well as proposed innovative marketing approaches in accordance with the priority socio-economic development directions of the country. Subsequently, potential ways of increasing the efficiency of innovative marketing strategies in the market of information and communication services, as well as the provision of these findings in the development of methodological approaches to improve the marketing activities of the national companies providing electronic services are identified. The findings of the research discussed in the monograph and recommendations can be widely applied in extending the academic knowledge of innovative marketing applications by researchers, graduate students of the higher educational institutions, and practitioners who are interested in this field