- Page 1 and 2: marketingis safuZvlebi saxelmZRvane
- Page 3 and 4: Sinaarsi Sesavali .................
- Page 5 and 6: Tavi 10. fasi da faswarmoqmna .....
- Page 7 and 8: Sesavali saqarTveloSi sabazro urTie
- Page 9 and 10: sagania saqonelsa da momsaxurebaze
- Page 11 and 12: Tavi 1. bazari — marketingis obie
- Page 13 and 14: mianobis (biznesis) sabazro organiz
- Page 15 and 16: erTad, sameurneo kavSirurTierToba w
- Page 17 and 18: evoluciasTan. saqonlis saqonelze uS
- Page 19 and 20: omelic ver moipovebs bazris xelsayr
- Page 21: dagegmva SeuZlebelia. misi marTvac
- Page 25 and 26: is RonisZiebebiT ifargleba. `myidve
- Page 27 and 28: marketingSi, rogorc ekonomikuri saq
- Page 29 and 30: amgvarad, Tanamedrove marketingis m
- Page 31 and 32: mas menejmentTan. sawarmos doneze m
- Page 33 and 34: Rebeli. amitom nebismieri profilis
- Page 35 and 36: zanmimarTuli marketinguli zemoqmede
- Page 37 and 38: mocualobas. aseTi saxis RonisZiebeb
- Page 39 and 40: marketings ganixilaven agreTve, rog
- Page 41 and 42: gadidebis mizniT. arasworia da xSir
- Page 43 and 44: potenciur momxmarebelTa moTxovnis g
- Page 45 and 46: saSinao marketingi moicavs marketin
- Page 47 and 48: Tavi 3. marketingis marTva 3.1. mar
- Page 49 and 50: marketingis marTvis sistemaSi mniSv
- Page 51 and 52: piT: warmoebis (biznesis) saWiroebe
- Page 53 and 54: ciaSi. amjobineben im saqonels, rom
- Page 55 and 56: asaxva hpova marketingis koncefciaS
- Page 57 and 58: a aqvs moTxovnasa da miwodebas Sori
- Page 59 and 60: nen umniSvnelovanes funqciur rgols
- Page 61 and 62: lovania calkeuli saqonlis marketing
- Page 63 and 64: li). amasTan miznebma ar unda gamor
- Page 65 and 66: Tulia sabazro moTxovnilebaTa dakmay
- Page 67 and 68: � saqonlis gasaRebis potenciuri b
- Page 69 and 70: � moTxovnisa da miwodebis Soris T
- Page 71 and 72: amocanebis Sesabamisad reklamis biu
- Page 73 and 74:
Tavi 4. dagegmva da kontroli market
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sawarmos misia Secvlil sabazro piro
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miznebisa da amocanebis gansazRvris
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Ros, magram saerTod ZaRlebis katego
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zrdas, romelic, Tavis mxriv, sami s
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a m geg - s e n z i b satitulo furc
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produqtis romelma parametrebma gana
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ganyofilebaSi-marketinguli strategi
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daSvebuli Secdomebis droulad gamovl
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wliuri gegmebis kontrolis procesSi
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1) SemoTavazebuli kanonebidan romle
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xiT, rac daexmareba xelmZRvanelobas
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1) sakmaod kargad aris Tu ara firma
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2) sakmarisia Tu ara am samsaxurSi
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nax. 5.1 marketingis faqtorebis kla
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yvela saxelwodeba, romlebic exeba m
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leba aRmoCndnen zedmetni marketingi
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lis wardgena agentisaTvis gansazRvr
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5.3. firmis makro marketinguli gare
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maSasadame, ekonomikuri aqtivobis v
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kontrolebeli organoebis funqciebSi
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Tavi 6. marketinguli kvlevis meTodo
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� konkurentTa saqmianobis Sefaseb
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marketingul saqmianobaSi programul-
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leba gamoiTvalos Tanafardoba, romel
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vleva warmarTos meti sizustiT, sist
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� moxmarebis faqtiuri donis Sedar
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siRrmiseulma Seswavlam aCvena, Sefe
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gamokiTxvis meTodis realizaciis far
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Tavi 7. momxmarebelTa Seswavla 7.1.
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duqtebs, tansacmels da sayofacxovre
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o urTierTkavSirSi imyofebian, aRZra
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3) da arc politikuri aRiareba da da
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irkveva myidvelis damokidebuleba Se
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done; ekonomikis mimdinare mdgomare
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Tavi 8. bazrebis gamokvleva da segm
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etapobrivad. gamokvlevis procesSi g
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dadgenis gziT. am TvalsazrisiT miza
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programis ganaxleba; cvlileba asort
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marketinguli saqmianobis mniSvnelov
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is Semdeg safuZvlad edeba komerciul
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gonivruli moTxovnis maqsimaluri dak
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mentis mixedviT saqonlis (momsaxure
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is dajgufebas erTgvarovan tipebad.
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segments, romelsac marketingul saqm
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azris segmentis Sefaseba sam faqtor
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mcire zomis Sav-TeTri gamosaxulebia
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saxureba; damatebiTi garantiebi; mo
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kargi faseulobis matarebeli da mimz
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Tavi 9. saqoneli da sasaqonlo polit
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samagreblad efeqtiani saSualebebis
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wari mofiqrebis gareSe. aseTi saqon
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sawarmoo daniSnulebisaa saqoneli, r
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iznesmomsaxureba SeiZleba iyos teqn
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tul jgufebs, asortimentul jgufebSi
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zogjer produqtis SemadgenlobaSi rai
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zarze mis warmatebas da upiratesoba
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saqonlis konkurentunarianobis teqni
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icaven saqonels konkurentebisgan. a
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safirmo stilSi igulisxmeba im grafi
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amasTan, arseboben kompaniebi, roml
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lamo kampania, Zviri fasi, konkuren
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2) ideaTa gadarCeva (skriningi da b
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ideaTa sistematizaciis Semdeg saWir
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sasicocxlo ciklis etapebTan dakavSi
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cocxlo ciklis simwifis etapze sawar
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nax. 9. 7. savarcxlisebri sasicocxl
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Tavi 10. fasi da faswarmoqmna 10.1.
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Sromis danaxarjebi. misi sidide gan
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amasTan, xasiaTdebian garkveuli spe
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moqmnis garantiebis uzrunvelyofa, f
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fasebi maTi dadgenisa da regulirebi
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10.2. faswarmoqmnis politika da fas
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momxmarebelTa mxolod garkveuli kate
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azarze konkurentis gamodevnis mizni
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erTeuli Rirs. myidveli dadebiTad re
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moebi mizanSewonilad miiCneven saqo
- Page 227 and 228:
gasayidi fasebis dawesebas da Semdg
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1. maSin, roca xarjebi da misi stru
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velebi SezRuduli arian fasebis cvli
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lisadmi myidvelTa dadebiTi reaqciis
- Page 235 and 236:
4. fasis dadgena Tanamde produqtze.
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sisadmi wanamatis regresiuli (Semci
- Page 239 and 240:
lamis meSveobiT momxmareblebs awvdi
- Page 241 and 242:
sferos samsaxurebis fasdaTmobasac u
- Page 243 and 244:
Tavi 11. marketinguli arxebi da log
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Suamavlebia sabiTumo vaWroba, sacal
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nax. 11.2. marketinguli arxebis str
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iseT sawarmoebSi, romlebic nawilobr
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sacalo frenSizebis sistema mwarmoeb
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es sistemebi gamoiyeneba maSin, roc
- Page 255 and 256:
Suamavlebis raodenobas da saqonlis
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saqonelmoZraobis efeqtianobis amaRl
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tanaSi. transportis am saxes iyeneb
- Page 261 and 262:
ebiT movaWre maRaziebi viwrospecial
- Page 263 and 264:
sabazro ekonomikis mqone qveynebSi
- Page 265 and 266:
sisworeSi. bazris SerCeva uSualod u
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1) mcire da saSualo biznesis sawarm
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sabiTumo vaWrobas axorcielebs mrava
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msoflioSi gavrcelebulia arasruli mo
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safuZvelze asaReben maT produqcias.
- Page 275 and 276:
marTulebiT ganxorcielebuli RonisZie
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depozitebis) mozidvis da kreditebis
- Page 279 and 280:
dasavleTis modelis mixedviT klienti
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dasavluri modelis mixedviT, rogorc
- Page 283 and 284:
dito dabandebebTan. es SeiZleba gan
- Page 285 and 286:
qaRaldebis bazarze, agreTve saipoTe
- Page 287 and 288:
mac bolo mouRo fasian qaRaldebTan o
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investiciaze. arsebiTad instituciur
- Page 291 and 292:
saproduqto eqspansiis SesaZleblobeb
- Page 293 and 294:
� fasian qaRaldebs rogorc saqonel
- Page 295 and 296:
nax. 14.1 integrirebuli marketingul
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2. saqonlis samomxmareblo niSan-Tvi
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• darwmunebis; • yidvis ganxorc
- Page 301 and 302:
qonlis win wawevis kompleqsis struq
- Page 303 and 304:
1) reklamis miznebisa da amocanebis
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adio gamoyenebis masobrioba, geogra
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aSi ver miiRweva, maSin aucilebelia
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dadebiTi saxis propaganda da xels u
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turebsa da moqalaqeebs Soris mTeli
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� amitom isini ,,ikvebebian” sx
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prestiJis, misi saqonlisa da momsax
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li adamianebis mier gansakuTrebul s
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— sazogadoebrivi urTierTobebi don
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Si SeiZleba gamovides TviTon SefuTv
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Tavi 15. internet-marketingi 15.1.
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am aSS-Si 67%-s miaRwia. axla inter
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daT, rom standartizaciisa da brendi
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15.2. eleqtronuli vaWroba eleqtronu
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momsaxurebis Seswavlasa da yidvas g
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GXS-is qseli biznes-myidvelebs akav
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i sacalo vaWrobidan, damTavrebuli s
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Tu informaciis uSualod erTmaneTSi g
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nax. 15.3. eleqtronuli marketinguli
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Semosavali produqciisa da momsaxure
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veb-gverdebi erTmaneTisgan Sinaarso
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SerCeva da fexdafex misdion TavianT
- Page 347 and 348:
7. komercia (Commerce): veb-gverdis
- Page 349 and 350:
saitebis meSveobiT, wevrebs SeuZlia
- Page 351 and 352:
uli SpionaJis an TviT sabotaJis miz
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7) momxmarebelTa gansxvavebuli qcev
- Page 355 and 356:
sazRvargareTis bazarze(an bazrebze)
- Page 357 and 358:
mxriv, gansazRvravs ekonomikis ganv
- Page 359 and 360:
wavlon politikur-samarTlebrivi gare
- Page 361 and 362:
saerTaSoriso arenaze gasulma kompan
- Page 363 and 364:
deba. saqoneli myidvels SeiZleba ga
- Page 365 and 366:
ac Zalian sariskoa, magram SeuZlia
- Page 367 and 368:
tals, mesame, mosalodnelia qveyanaS
- Page 369 and 370:
arastandartuli marketingis programi
- Page 371 and 372:
2) transferti komerciuli fasis mixe
- Page 373 and 374:
yofilebis StatSi iricxebian gayidvi
- Page 375 and 376:
tkiceben, rom sacalo vaWrobaSi Zlie
- Page 377 and 378:
galiTad, 1983 wels, aSS kongresis r
- Page 379 and 380:
momxmarebelTa ukmayofilobis kidev e
- Page 381 and 382:
pul Rirsebad naTlaven. ufro metic,
- Page 383 and 384:
da `iareT sayidlebze, sanam ar daec
- Page 385 and 386:
samxreT kaliforniaSi mZRolebs ukve
- Page 387 and 388:
kritikosebi, agreTve, aRniSnaven, r
- Page 389 and 390:
aoba: momxmarebelTa moZraoba da gar
- Page 391 and 392:
icodnen namdvili procenti kreditze
- Page 393 and 394:
as gulisxmobs, rodesac garemo dacul
- Page 395 and 396:
TqmiT, `Monsanto-s evaleba kargi xa
- Page 397 and 398:
tingis samsaxurebma bevri unda imuS
- Page 399 and 400:
deT. Cadgmuli Cipi gaZlevT momzadeb
- Page 401 and 402:
el oTaxebSi wamkiTxveli mowyobilobe
- Page 403 and 404:
cxrili 17.1 aSS ZiriTadi kanonebi,
- Page 405 and 406:
ara aqvs saTanado moraluri principe
- Page 407 and 408:
zogadoebis nebismieri warmomadgenli
- Page 409 and 410:
marketingis specialistebi unda acno
- Page 411 and 412:
Tulia pasuxis gacema. anketis forma
- Page 413 and 414:
Tavisi konkurentuli upiratesobebis
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medebaTa programas. masSi mxolod zo
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demarketingi — marketingis nairsa
- Page 419 and 420:
xelsayreli sagareo ekonomikuri urTi
- Page 421 and 422:
Tan. igi moqmedebs firmasTan vadian
- Page 423 and 424:
lia patentiT. sakuTrebis ufleba rCe
- Page 425 and 426:
ganasxveben marketingis taqtikur, r
- Page 427 and 428:
tom?), vinaidan sabolood yvelafers
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speqtivaSi miaRwios gayidvebis mocu
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(marketinguli kvleva, marketingis g
- Page 433 and 434:
uli mimzidveloba; sawarmos (firmis)
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moxmarebis maqsimizacia — marketi
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nasTan da dadgindes Sesaswavli movl
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me aqvs momxmareblebTan, romlebic i
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nebis misaRwevad. zogjer mas uwodeb
- Page 443 and 444:
univermaRi — msxvili maRazia, rom
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S SekveTebis portfeli — SekveTebi
- Page 447 and 448:
xelSekruleba — mxareTa SeTanxmeba
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26. Васильев Г. И др.
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