A B S T R A C T

The purpose of the research is to evaluate the current state of marketing activities in Azerbaijan’s food industry, identify existing challenges, and propose perspective directions for the sector’s sustainable development.

The methodology of the research – is based on the analysis of statistical indicators, comparative evaluation of the activities of leading companies (Gilan Holding and Azersun Holding), and benchmarking against international practices.

The practical importance of the research – the findings of the study can serve as a practical guide for enterprises in adopting digital marketing tools, expanding export opportunities, and diversifying product portfolios.

The results of the research– the analysis reveals that the application of digital technologies, loyalty programs, and export-oriented strategies enhances firms’ competitiveness, strengthens financial stability, and contributes to the expansion of market positions.

The originality and scientific novelty of the research – lies in the fact that modern marketing practices in Azerbaijan’s food industry have been systematically analyzed for the first time, and development perspectives have been scientifically substantiated in both local and international market contexts.

Keywords: Azerbaijan food industry, marketing strategies, digital marketing, consumer behavior, export and import, product diversification, competitiveness, sustainable development.

http://doi.org/10.59610/bbu4.2025.4.10