{"id":"https://openalex.org/W7150845707","doi":"https://doi.org/10.51579/1563-2415.2026.-1.08","title":"INNOVATIVE ASPECTS OF MODERN MARKETING TECHNOLOGIES DEVELOPMENT","display_name":"INNOVATIVE ASPECTS OF MODERN MARKETING TECHNOLOGIES DEVELOPMENT","publication_year":2026,"publication_date":"2026-03-30","ids":{"openalex":"https://openalex.org/W7150845707","doi":"https://doi.org/10.51579/1563-2415.2026.-1.08"},"language":"en","primary_location":{"id":"doi:10.51579/1563-2415.2026.-1.08","doi":"https://doi.org/10.51579/1563-2415.2026.-1.08","is_oa":true,"landing_page_url":"https://doi.org/10.51579/1563-2415.2026.-1.08","pdf_url":"https://sua.aesa.kz/main/article/download/341/323/3258","source":{"id":"https://openalex.org/S4210240868","display_name":"Statistika u\u010det i audit","issn_l":"1563-2415","issn":["1563-2415"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Statistika, u\u010det i audit","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://sua.aesa.kz/main/article/download/341/323/3258","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5051227367","display_name":"Aigul Aitzhanova","orcid":"https://orcid.org/0000-0001-8866-4570","observed_orcids":["https://orcid.org/0000-0001-8866-4570"]},"institutions":[{"id":"https://openalex.org/I4405252596","display_name":"Q University","ror":"https://ror.org/026vbyp30","country_code":"KZ","type":"education","lineage":["https://openalex.org/I4405252596"]}],"countries":["KZ"],"is_corresponding":false,"raw_author_name":"\u0410.E. Aitzhanova","raw_affiliation_strings":["Q University"],"raw_orcid":"https://orcid.org/0000-0001-8866-4570","affiliations":[{"raw_affiliation_string":"Q University","institution_ids":["https://openalex.org/I4405252596"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5130673697","display_name":"A. B. Kushekbaev","orcid":"https://orcid.org/0009-0008-8189-6115","observed_orcids":["https://orcid.org/0009-0008-8189-6115"]},"institutions":[{"id":"https://openalex.org/I105208703","display_name":"Almaty Management University","ror":"https://ror.org/00rhgqg04","country_code":"KZ","type":"education","lineage":["https://openalex.org/I105208703"]}],"countries":["KZ"],"is_corresponding":false,"raw_author_name":"\u0410.B. Kushekbaev","raw_affiliation_strings":["Almaty Management University"],"raw_orcid":"https://orcid.org/0009-0008-8189-6115","affiliations":[{"raw_affiliation_string":"Almaty Management University","institution_ids":["https://openalex.org/I105208703"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"100","issue":"1","first_page":"112","last_page":"127"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.676800012588501,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.676800012588501,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.3140000104904175,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.00279999990016222,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/innovative-marketing","display_name":"innovative marketing","score":0.9869999885559082},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.9539999961853027},{"id":"https://openalex.org/keywords/marketing-technology","display_name":"marketing technology","score":0.5950000286102295},{"id":"https://openalex.org/keywords/customer-acquisition-and-retention","display_name":"customer acquisition and retention","score":0.7409999966621399},{"id":"https://openalex.org/keywords/marketing-communication-strategy","display_name":"marketing communication strategy","score":0.7200000286102295},{"id":"https://openalex.org/keywords/customer-data-processing","display_name":"customer data processing","score":0.5339999794960022},{"id":"https://openalex.org/keywords/after-sales-service","display_name":"after-sales service","score":0.9549999833106995},{"id":"https://openalex.org/keywords/adaptive-marketing","display_name":"adaptive marketing","score":0.7089999914169312},{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":0.8510000109672546},{"id":"https://openalex.org/keywords/labor-productivity","display_name":"labor productivity","score":0.8109999895095825}],"concepts":[{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.6340000033378601},{"id":"https://openalex.org/C2779530757","wikidata":"https://www.wikidata.org/wiki/Q1207505","display_name":"Quality (philosophy)","level":2,"score":0.5670999884605408},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.553600013256073},{"id":"https://openalex.org/C158154518","wikidata":"https://www.wikidata.org/wiki/Q7310970","display_name":"Relevance (law)","level":2,"score":0.5343999862670898},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.4731000065803528},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.45239999890327454},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.4417000114917755},{"id":"https://openalex.org/C26517878","wikidata":"https://www.wikidata.org/wiki/Q228039","display_name":"Key (lock)","level":2,"score":0.42719998955726624},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.4212999939918518},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.34769999980926514},{"id":"https://openalex.org/C12713177","wikidata":"https://www.wikidata.org/wiki/Q1900281","display_name":"Perspective (graphical)","level":2,"score":0.33959999680519104},{"id":"https://openalex.org/C195094911","wikidata":"https://www.wikidata.org/wiki/Q14167904","display_name":"Process management","level":1,"score":0.3370000123977661},{"id":"https://openalex.org/C2778348673","wikidata":"https://www.wikidata.org/wiki/Q739302","display_name":"Production (economics)","level":2,"score":0.3181000053882599},{"id":"https://openalex.org/C2777276756","wikidata":"https://www.wikidata.org/wiki/Q5196446","display_name":"Customer base","level":2,"score":0.3179999887943268},{"id":"https://openalex.org/C127413603","wikidata":"https://www.wikidata.org/wiki/Q11023","display_name":"Engineering","level":0,"score":0.31040000915527344},{"id":"https://openalex.org/C39453970","wikidata":"https://www.wikidata.org/wiki/Q7317267","display_name":"Return on marketing investment","level":3,"score":0.28540000319480896},{"id":"https://openalex.org/C207267971","wikidata":"https://www.wikidata.org/wiki/Q120208","display_name":"Emerging technologies","level":2,"score":0.28450000286102295},{"id":"https://openalex.org/C15306905","wikidata":"https://www.wikidata.org/wiki/Q6770925","display_name":"Marketing science","level":4,"score":0.2721000015735626},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.2687000036239624},{"id":"https://openalex.org/C539667460","wikidata":"https://www.wikidata.org/wiki/Q2414942","display_name":"Management science","level":1,"score":0.25859999656677246},{"id":"https://openalex.org/C126082660","wikidata":"https://www.wikidata.org/wiki/Q4252370","display_name":"Digital transformation","level":2,"score":0.2533999979496002}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.51579/1563-2415.2026.-1.08","doi":"https://doi.org/10.51579/1563-2415.2026.-1.08","is_oa":true,"landing_page_url":"https://doi.org/10.51579/1563-2415.2026.-1.08","pdf_url":"https://sua.aesa.kz/main/article/download/341/323/3258","source":{"id":"https://openalex.org/S4210240868","display_name":"Statistika u\u010det i audit","issn_l":"1563-2415","issn":["1563-2415"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Statistika, u\u010det i audit","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.51579/1563-2415.2026.-1.08","doi":"https://doi.org/10.51579/1563-2415.2026.-1.08","is_oa":true,"landing_page_url":"https://doi.org/10.51579/1563-2415.2026.-1.08","pdf_url":"https://sua.aesa.kz/main/article/download/341/323/3258","source":{"id":"https://openalex.org/S4210240868","display_name":"Statistika u\u010det i audit","issn_l":"1563-2415","issn":["1563-2415"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Statistika, u\u010det i audit","raw_type":"journal-article"},"sustainable_development_goals":[{"display_name":"Industry, innovation and infrastructure","id":"https://metadata.un.org/sdg/9","score":0.5378999710083008}],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7150845707.pdf","grobid_xml":"https://content.openalex.org/works/W7150845707.grobid-xml"},"referenced_works_count":8,"referenced_works":["https://openalex.org/W2163296870","https://openalex.org/W2965478720","https://openalex.org/W2999292437","https://openalex.org/W4311756725","https://openalex.org/W4403631828","https://openalex.org/W4411840748","https://openalex.org/W6884892742","https://openalex.org/W6963954999"],"related_works":["https://openalex.org/W4410900228","https://openalex.org/W7220141692","https://openalex.org/W4415931090","https://openalex.org/W4405424111","https://openalex.org/W7115920950","https://openalex.org/W2134349018","https://openalex.org/W4392307673","https://openalex.org/W4407658251","https://openalex.org/W6967676339","https://openalex.org/W7214614028"],"abstract_inverted_index":{"The":[0,25,79,96],"article":[1],"attempts":[2],"to":[3,50,114,167],"identify":[4],"the":[5,9,28,39,61,68,86,119,137,153,156,183],"key":[6],"trends":[7],"in":[8,60,192],"development":[10,158],"of":[11,18,27,42,71,88,108,122,130,146,155,159,180,185],"innovative":[12,72,160],"marketing,":[13,161],"providing":[14],"a":[15,33],"detailed":[16],"justification":[17],"its":[19],"future":[20],"prospects":[21],"and":[22,52,93,111,125,140,176,188],"dominant":[23],"directions.":[24],"relevance":[26],"study":[29],"is":[30,83,129],"driven":[31],"by":[32],"real":[34],"problem:":[35],"under":[36],"modern":[37,100],"conditions,":[38],"functional":[40,94],"capabilities":[41],"traditional":[43,126],"marketing":[44,73,102,127,169,191],"approaches":[45],"are":[46],"no":[47],"longer":[48],"sufficient":[49],"attract":[51],"retain":[53],"customers,":[54],"let":[55],"alone":[56],"ensure":[57],"intensive":[58],"growth":[59],"most":[62],"promising":[63],"market":[64],"niches.":[65],"This":[66,133],"necessitates":[67],"active":[69],"integration":[70,134],"elements":[74],"into":[75],"contemporary":[76],"business":[77],"processes.":[78],"overall":[80],"research":[81],"framework":[82],"based":[84],"on":[85],"application":[87],"process-oriented,":[89],"situational,":[90],"logical,":[91],"structural,":[92],"approaches.":[95],"findings":[97],"indicate":[98],"that":[99],"digital":[101,123],"enables":[103],"increased":[104],"labor":[105],"productivity,":[106],"optimization":[107],"numerous":[109],"functions,":[110],"effective":[112],"solutions":[113],"complex":[115],"tasks.":[116],"In":[117],"addition,":[118],"combined":[120],"use":[121],"tools":[124,172],"technologies":[128],"particular":[131,162],"importance.":[132],"significantly":[135],"expands":[136],"customer":[138],"base":[139],"allows":[141],"for":[142,173],"more":[143],"precise":[144],"construction":[145],"communication":[147],"strategies.":[148],"For":[149],"further":[150],"research,":[151],"from":[152],"perspective":[154],"systemic":[157],"attention":[163],"should":[164],"be":[165],"given":[166],"improving":[168],"methods,":[170],"developing":[171],"collecting,":[174],"storing,":[175],"processing":[177],"large":[178],"volumes":[179],"data,":[181],"enhancing":[182],"quality":[184],"after-sales":[186],"service,":[187],"advancing":[189],"adaptive":[190],"social":[193],"media.":[194]},"counts_by_year":[],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2026-04-07T00:00:00"}