ТЕОРЕТИЧЕСКИЕ ОСНОВЫ СТРАТЕГИЧЕСКОГО МАРКЕТИНГОВОГО УПРАВЛЕНИЯ И ЕГО РОЛЬ В ОБЕСПЕЧЕНИИ КОНКУРЕНТОСПОСОБНОСТИ ПРЕДПРИЯТИЙ

The article reveals the theoretical foundations of strategic marketing management and substantiates its role in ensuring enterprise competitiveness. The aim of the study is to identify the mechanisms through which marketing decisions are transformed into sustainable competitive advantages based on theoretical synthesis and to correlate these mechanisms with the observed parameters of global and national markets. The work is theoretical in nature and is performed using methods of comparative analysis of scientific approaches, systematization, logical-structural modeling, and descriptive analysis of secondary data. It is shown that the competitiveness of an enterprise is formed through a chain of 4 links: market resources and assets, marketing capabilities, positioning advantages, and competitive results. It has been established that a brand as a market asset possesses high value: the combined value of the world's 100 leading brands reached 3.6 trillion USD. US dollars in 2025, and the value of the ranking leader's brand amounted to 460.9 billion US dollars. USA. Analysis of the structure of global advertising expenditures exceeding 1 trillion USD. US in 2026, with a share of digital channels of 68.7%, indicates a shift in competition toward data management. Based on materials from Uzbekistan, where the outdoor advertising market in the first half of 2025 amounted to 366.3 billion soums, a sectoral concentration of marketing activity has been identified. A systematization of 5 mechanisms for the impact of strategic marketing management on competitiveness has been proposed.