In the context of globalization and increasing competition, the competitiveness of local enterprises has become one of the key determinants of sustainable economic growth. This study examines the role of the marketing system in strengthening the market position of local businesses, with a particular focus on its strategic functions and modern applications. Marketing is no longer limited to promoting goods and services; rather, it serves as a comprehensive mechanism that identifies consumer needs, shapes demand, builds brand loyalty, and ensures long-term business sustainability.
Shahnoza Yadiyarova (2025) studied this question.