A B S T R A C T

The purpose of the research is to analyze and structure the methodological foundations of marketing activity, marketing tools.

The methodology of the research - the study used system analysis, comparative analysis, generalization of scientific literature.

The practical impotance of the research - the results of the article can be used in educational programs on marketing, as well as in business practice when applying integrated approaches to marketing management.

The results of the research - the main methodological approaches in marketing have been identified and classified, and systematic solutions for improving the marketing complex in Azerbaijan have been identified.

The originality and scientific novelty of the research - the novelty of the study is that recommendations on the topic are given, taking into account modern trends in digitalization, personalization and sustainable development.

Keywords: marketing activity, global competition, marketing tools, methodological foundations.

http://doi.org/10.59610/bbu2.2025.2.14