QUANTUM-HYBRID MARKETING: A NEW CONCEPT OF MARKETING MANAGEMENT FOR RETAIL ENTERPRISES

<jats:p>This article substantiates quantum-hybrid marketing as a new concept of marketing management for retail enterprises in the digital economy. The relevance of the research is driven by the rapid advancement of artificial intelligence, machine learning, predictive analytics, big data, and other digital technologies that are transforming approaches to marketing management. It has been established that contemporary marketing concepts primarily focus either on integrating physical and digital environments for customer interaction or on applying intelligent digital technologies to support marketing decision-making, whereas the integration of these two approaches remains insufficiently explored. The study aims to substantiate quantum-hybrid marketing as a new concept of marketing management for retail enterprises by integrating the principles of hybrid and quantum marketing, defining its theoretical foundations and principles, developing an original marketing management model, and identifying areas for its practical application. The methodological framework comprises systems, strategic, evolutionary, and conceptual approaches, as well as bibliometric, comparative, and logical analysis, scientific generalization, and modelling. Based on the analysis of contemporary international and domestic studies, it has been demonstrated that the development of marketing in retail enterprises has evolved from multichannel, cross-channel, omnichannel, phygital, and optichannel marketing towards intelligent marketing management based on artificial intelligence and other advanced digital technologies. The study proposes an original definition of quantum-hybrid marketing as a concept of marketing management for retail enterprises that combines the principles of integrated physical and digital customer interaction with the intelligent management of marketing processes through next-generation digital technologies. A system of principles underpinning quantum-hybrid marketing has been developed and structured into three groups: integrated interaction, intelligent management, and strategic development. Furthermore, an original marketing management model for retail enterprises based on quantum-hybrid marketing has been developed. The proposed model integrates physical and digital customer interaction, intelligent support for marketing decision-making, adaptive marketing management, and continuous improvement of marketing activities. The practical significance of the research lies in the applicability of the proposed model to the development of digital transformation strategies for retail enterprises, the enhancement of omnichannel communications, the automation of marketing processes, the personalization of customer experience, the improvement of marketing performance, and the strengthening of long-term competitive advantages.</jats:p>