Marketing Development In Uzbekistan And Central Asia: Theoretical Foundations And Conceptual Challenges

Abstract

This article examines the theoretical dimensions of marketing development in Uzbekistan and the broader Central Asian region. Drawing on general marketing theory, institutional economics, and the literature on emerging markets, the paper argues that the region's marketing evolution cannot be adequately understood through frameworks designed for mature market economies. The article traces the conceptual trajectory of marketing as a discipline in the post-Soviet space, identifies structural and epistemic barriers to its full theoretical elaboration, and proposes a set of analytical perspectives suited to the region's particular institutional and socioeconomic configurations.