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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
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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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- 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
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- Page 245 and 246: Suamavlebia sabiTumo vaWroba, sacal
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- Page 249 and 250: iseT sawarmoebSi, romlebic nawilobr
- Page 251 and 252: sacalo frenSizebis sistema mwarmoeb
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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
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- Page 273: safuZvelze asaReben maT produqcias.
- Page 277 and 278: depozitebis) mozidvis da kreditebis
- Page 279 and 280: dasavleTis modelis mixedviT klienti
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- 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
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- Page 293 and 294: � fasian qaRaldebs rogorc saqonel
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- Page 297 and 298: 2. saqonlis samomxmareblo niSan-Tvi
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- Page 301 and 302: qonlis win wawevis kompleqsis struq
- Page 303 and 304: 1) reklamis miznebisa da amocanebis
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- Page 307 and 308: aSi ver miiRweva, maSin aucilebelia
- Page 309 and 310: dadebiTi saxis propaganda da xels u
- Page 311 and 312: turebsa da moqalaqeebs Soris mTeli
- Page 313 and 314: � amitom isini ,,ikvebebian” sx
- Page 315 and 316: prestiJis, misi saqonlisa da momsax
- Page 317 and 318: li adamianebis mier gansakuTrebul s
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- Page 323 and 324: 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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