THE ECONOMIC ROLE OF MARKETING STRATEGY IN LIGHT INDUSTRY INNOVATION

Abstract

This study explores the economic role of marketing strategy in fostering innovation within the light industry sector. As global markets become increasingly competitive, innovative approaches to production and marketing are essential for maintaining sustainability and growth. The light industry of Azerbaijan, encompassing textiles, clothing, and carpet production, has significant potential for innovation-driven expansion. Effective marketing strategies contribute to this process by aligning innovative products with market demands, improving brand competitiveness, and enhancing export potential. The study emphasizes that innovation marketing supports not only technological advancement but also consumer awareness and preference for locally produced goods. Moreover, the integration of innovative products through modern marketing tools—such as digital promotion, market segmentation, and branding—stimulates investment and job creation in the sector. Consequently, marketing strategy acts as a bridge between innovation and market success, ensuring that new ideas translate into economic value. The paper concludes that strengthening marketing capabilities and innovation-oriented management practices is a key factor for the sustainable development of Azerbaijan’s light industry in the global market.