marketingis safuZvlebi

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Sromloba SeiZleba iyos droebiTi an mudmivi, SeiZleba er- Toblivi sawarmos Seqmnac. horizontaluri marketinguli sistema kargad muSaobs saerTaSoriso doneze. ase, magali- Tad, Coca-Cola da Nestle erTmaneTTan kavSirSi yidian mza civ yavas da Cais saerTaSoriso bazrebze. am sistemis magaliTia saaqcio sazogadoeba saqarTvelos bankis da Tbilisis metropolitenis TanamSromloba. saqarTvelos bankma Tbilisis metroSi ganaTavsa serviscentrebi da bankomatebi, riTac Tavisi bazari kidev ufro gaafarTova da Tanac mokle dro- Si, Tbilisis metropolitenma ki sabanko momsaxurebis SeTavazebiT Tavis klientebs mniSvnelovnad dauzoga dro, ramac aseve dadebiTad imoqmeda maTi raodenobis gazrdaze. bazrebis aTvisebis procesSi sawarmoTa nawili iyenebs mravalarxian marketingul sistemebs, romelTac xSiradhibridul marketingul arxebs, agreTve, kombinirebul sistemebsac uwodeben (ix. nax. 11.6). 252 katalogebi, telefoni mwarmoebeli agenti, brokeri mwarmoeblis gasaRebis ganyofileba sacalod movaWre biTumad movaWre samomxmareblo saqonlis momxmarebeli samomxmareblo saqonlis momxmarebebeli biznesmomxmarebeli biznesmomxmarebeli nax. 11.6. kombinirebuli marketinguli sistema
es sistemebi gamoiyeneba maSin, roca sawarmoebis saqonels iyeneben rogorc individualuri momxmareblebi, ise biznesmomxmareblebi. individualur momxmareblebze sawarmoebs SeuZliaT saqoneli gayidon katalogebiT, telefonebiT, internetiT, damoukidebeli sacalo savaWro sawarmoebis gamoyenebiT. biznesmomxmareblebze saqoneli SeiZleba gaiyidos rogorc mwarmoebeli sawarmos gasaRebis qvedanayofis TanamSromlebis mier, ise marketinguli Suamavlebis (biTumad movaWre, brokeri, agenti) gamoyenebiT. kombinirebul marketingul sistemas efeqtianad iyenebs amerikuli kompania IBM. is Tavis kompiuterebs momxmareblebze yidis rogorc damoukideblad, Tavisi gasaRebis qvedanayofis meSveobiT, ise Suamavlebis gamoyenebiT. kompiuterebis gayidvisas IBM iyenebs katalogebs, telemarketings, damoukidebel dilerebs, msxvil sacalo savaWro sawarmoebs, biTumad movaWreebs. marTalia, kombinirebuli marketinguli sistema xels uwyobs bazris gafarToebas sxvadasxva segmentis aTvisebis gziT, misi gamoyeneba mainc gaZnelebulia masSi xSiri konfliqtebis gamo. 11.3. marketinguli arxebis SerCeva produqtis gasaRebis sistemis efeqtianoba, pirvel rigSi, marketingul arxebzea damokidebuli. amitom mwarmoebeli sawarmoebi did yuradRebas uTmoben maT SerCevas. arxebis SerCevis process win uswrebs maTze moqmedi faqtorebis analizi. am faqtorebs Soris gamoyofen sabazro, sasaqonlo, konkurentul da organizaciul faqtorebs. mowinave sawarmoebSi mxolod am faqtorebis Sefasebis safuZvelze miiReba gadawyvetileba gamosayenebeli marketinguli arxis tipze. arxis struqtura, pirvel rigSi, damokidebulia mocemuli sawarmos produqtis myidvelze. amitom mwarmoeblebi unda flobdnen informacias momxmarebelTa raodenobis, ma- Ti koncentraciis, nayidobis saSualo sididis, moTxovnilebebis Sesaxeb. biznes-momxmareblebs mwarmoeblebi, Cveulebriv, uSualod, anu nulovani donis arxiT ukavSirdebian. rac Seexeba individualur momxmareblebs, isini saqonels upiratesad sacalo savaWro qselSi yiduloben. saqoneli maRazi- 253
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marketingis safuZvlebi saxelmZRvane
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Sinaarsi Sesavali .................
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Tavi 10. fasi da faswarmoqmna .....
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Sesavali saqarTveloSi sabazro urTie
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sagania saqonelsa da momsaxurebaze
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Tavi 1. bazari — marketingis obie
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mianobis (biznesis) sabazro organiz
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erTad, sameurneo kavSirurTierToba w
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evoluciasTan. saqonlis saqonelze uS
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omelic ver moipovebs bazris xelsayr
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dagegmva SeuZlebelia. misi marTvac
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obamac dauWira mxari. 1997 wlis ivl
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is RonisZiebebiT ifargleba. `myidve
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marketingSi, rogorc ekonomikuri saq
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amgvarad, Tanamedrove marketingis m
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mas menejmentTan. sawarmos doneze m
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Rebeli. amitom nebismieri profilis
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zanmimarTuli marketinguli zemoqmede
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mocualobas. aseTi saxis RonisZiebeb
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marketings ganixilaven agreTve, rog
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gadidebis mizniT. arasworia da xSir
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potenciur momxmarebelTa moTxovnis g
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saSinao marketingi moicavs marketin
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Tavi 3. marketingis marTva 3.1. mar
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marketingis marTvis sistemaSi mniSv
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piT: warmoebis (biznesis) saWiroebe
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ciaSi. amjobineben im saqonels, rom
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asaxva hpova marketingis koncefciaS
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a aqvs moTxovnasa da miwodebas Sori
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nen umniSvnelovanes funqciur rgols
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lovania calkeuli saqonlis marketing
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li). amasTan miznebma ar unda gamor
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Tulia sabazro moTxovnilebaTa dakmay
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� saqonlis gasaRebis potenciuri b
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� moTxovnisa da miwodebis Soris T
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amocanebis Sesabamisad reklamis biu
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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
Page 201 and 202: sasicocxlo ciklis etapebTan dakavSi
Page 203 and 204: cocxlo ciklis simwifis etapze sawar
Page 205 and 206: nax. 9. 7. savarcxlisebri sasicocxl
Page 207 and 208: Tavi 10. fasi da faswarmoqmna 10.1.
Page 209 and 210: Sromis danaxarjebi. misi sidide gan
Page 211 and 212: amasTan, xasiaTdebian garkveuli spe
Page 213 and 214: moqmnis garantiebis uzrunvelyofa, f
Page 215 and 216: fasebi maTi dadgenisa da regulirebi
Page 217 and 218: 10.2. faswarmoqmnis politika da fas
Page 219 and 220: momxmarebelTa mxolod garkveuli kate
Page 221 and 222: azarze konkurentis gamodevnis mizni
Page 223 and 224: erTeuli Rirs. myidveli dadebiTad re
Page 225 and 226: moebi mizanSewonilad miiCneven saqo
Page 227 and 228: gasayidi fasebis dawesebas da Semdg
Page 229 and 230: 1. maSin, roca xarjebi da misi stru
Page 231 and 232: velebi SezRuduli arian fasebis cvli
Page 233 and 234: lisadmi myidvelTa dadebiTi reaqciis
Page 235 and 236: 4. fasis dadgena Tanamde produqtze.
Page 237 and 238: 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
Page 245 and 246: Suamavlebia sabiTumo vaWroba, sacal
Page 247 and 248: nax. 11.2. marketinguli arxebis str
Page 249 and 250: iseT sawarmoebSi, romlebic nawilobr
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Page 255 and 256: Suamavlebis raodenobas da saqonlis
Page 257 and 258: saqonelmoZraobis efeqtianobis amaRl
Page 259 and 260: 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
Page 267 and 268: 1) mcire da saSualo biznesis sawarm
Page 269 and 270: sabiTumo vaWrobas axorcielebs mrava
Page 271 and 272: msoflioSi gavrcelebulia arasruli mo
Page 273 and 274: safuZvelze asaReben maT produqcias.
Page 275 and 276: marTulebiT ganxorcielebuli RonisZie
Page 277 and 278: depozitebis) mozidvis da kreditebis
Page 279 and 280: dasavleTis modelis mixedviT klienti
Page 281 and 282: 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
Page 289 and 290: 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
Page 297 and 298: 2. saqonlis samomxmareblo niSan-Tvi
Page 299 and 300: • darwmunebis; • yidvis ganxorc
Page 301 and 302: qonlis win wawevis kompleqsis struq
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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
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7. komercia (Commerce): veb-gverdis
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saitebis meSveobiT, wevrebs SeuZlia
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uli SpionaJis an TviT sabotaJis miz
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7) momxmarebelTa gansxvavebuli qcev
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sazRvargareTis bazarze(an bazrebze)
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mxriv, gansazRvravs ekonomikis ganv
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wavlon politikur-samarTlebrivi gare
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saerTaSoriso arenaze gasulma kompan
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deba. saqoneli myidvels SeiZleba ga
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ac Zalian sariskoa, magram SeuZlia
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tals, mesame, mosalodnelia qveyanaS
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arastandartuli marketingis programi
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2) transferti komerciuli fasis mixe
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yofilebis StatSi iricxebian gayidvi
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tkiceben, rom sacalo vaWrobaSi Zlie
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galiTad, 1983 wels, aSS kongresis r
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momxmarebelTa ukmayofilobis kidev e
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pul Rirsebad naTlaven. ufro metic,
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da `iareT sayidlebze, sanam ar daec
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samxreT kaliforniaSi mZRolebs ukve
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kritikosebi, agreTve, aRniSnaven, r
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aoba: momxmarebelTa moZraoba da gar
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icodnen namdvili procenti kreditze
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as gulisxmobs, rodesac garemo dacul
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TqmiT, `Monsanto-s evaleba kargi xa
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tingis samsaxurebma bevri unda imuS
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deT. Cadgmuli Cipi gaZlevT momzadeb
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el oTaxebSi wamkiTxveli mowyobilobe
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cxrili 17.1 aSS ZiriTadi kanonebi,
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ara aqvs saTanado moraluri principe
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zogadoebis nebismieri warmomadgenli
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marketingis specialistebi unda acno
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Tulia pasuxis gacema. anketis forma
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Tavisi konkurentuli upiratesobebis
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medebaTa programas. masSi mxolod zo
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demarketingi — marketingis nairsa
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xelsayreli sagareo ekonomikuri urTi
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Tan. igi moqmedebs firmasTan vadian
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lia patentiT. sakuTrebis ufleba rCe
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ganasxveben marketingis taqtikur, r
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tom?), vinaidan sabolood yvelafers
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speqtivaSi miaRwios gayidvebis mocu
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(marketinguli kvleva, marketingis g
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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
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univermaRi — msxvili maRazia, rom
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S SekveTebis portfeli — SekveTebi
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xelSekruleba — mxareTa SeTanxmeba
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26. Васильев Г. И др.
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