Development of marketing in retail trade

The article is devoted to the issues of improving the application of marketing in the retail sector. The aspects of marketing formation in this area are considered, from the introduction of self-service in retail outlets, the development of private brands, to the emergence of online commerce, the use of marketing communications in synergy with digital solutions. In the course of the study, the author emphasizes the importance of combining marketing tools and IT technologies in the field of retail trade, which will provide a competitive advantage in the struggle for leadership in the industry.