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The article demonstrates how digitalization and AI developments improve marketing strategies, highlighting the role of neuromarketing and IoT in engaging consumers.
The article explores the application of innovative technologies in strategic marketing planning under digitalization and AI development. The authors justify the relevance of using neuromarketing, design thinking, augmented reality, and IoT to enhance consumer interaction and business competitiveness. Modern marketing strategies require creative thinking and interdisciplinary integration, combining digital tools with neuroscience and computer technologies. Special attention is given to the retail sector, where innovations directly influence customer experience and decision-making. The practical recommendations for adapting innovative technologies in business environments to ensure effectiveness and sustainability. These technologies contribute to optimizing internal business processes, improving inventory control, personalizing customer offers, and increasing loyalty through digital and intelligent solutions
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Karpenko et al. (2025) studied this question.
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