Ìóæñêèå ïðàâèëà. Îòíîøåíèÿ, ñåêñ, ïñèõîëîãèÿ Æåñòêèé ïîäõîä Äýíà Êåííåäè Èñêóññòâî îáìàíà. Ñîöèàëüíàÿ èíæåíåðèÿ â ìîøåííè÷åñêèõ ñõåìàõ
 
Íàøè ïðîåêòû:
Âõîä äëÿ çàðåãèñòðèðîâàííûõ ïîëüçîâàòåëåé
Ðåãèñòðàöèÿ íîâîãî ïîëüçîâàòåëÿ
Êàòàëîã êíèã Íîâèíêè Àíîíñû Çàêàçû / Êîðçèíà Ðàññûëêà Îïëàòà è Äîñòàâêà Êîíòàêòû
Âû íàõîäèòåñü â ðàçäåëå êàòàëîãà:
• Óïðàâëåíèå ðîçíè÷íûì ìàðêåòèíãîì, ï/ð Ãèëáåðòà Ä.


Óïðàâëåíèå ðîçíè÷íûì ìàðêåòèíãîì
Óïðàâëåíèå ðîçíè÷íûì ìàðêåòèíãîì
ï/ð Ãèëáåðòà Ä.
Ãîä âûïóñêà: 2014
Èçä-âî: Èíôðà-Ì
ISBN: 5-16-002332-1
Ïåðåïë¸ò: ìÿãêèé
572 ñòðàíèö
Öåíà: 390.00 ãðí.
Âðåìåííî îòñóòñòâóåò     Îñòàâèòü çàÿâêó
 êíèãå "Óïðàâëåíèå ðîçíè÷íûì ìàðêåòèíãîì" ïîêàçàíû íîâûå ïðèåìû ïîâûøåíèÿ ïðèâëåêàòåëüíîñòè ïðîäóêòîâ è óñëóã, àäðåñîâàííûå ìåíåäæåðàì ðîçíè÷íûõ, â òîì ÷èñëå ñåòåâûõ êîìïàíèé. Îñíîâíîå âíèìàíèå àâòîðû óäåëÿþò îðãàíèçàöèè ìàãàçèííîé òîðãîâëè. Êíèãà áóäåò òàêæå ïîëåçíà ñïåöèàëèñòàì ðîçíè÷íûõ ïðåäïðèÿòèé òóðèñòè÷åñêîé, ñåðâèñíîé è ôèíàíñîâîé ñôåð ïðè ïðîäâèæåíèè èìè ñâîåé ïðîäóêöèè, ïëàíèðîâàíèè è îðãàíèçàöèè åå ïðîäàæ.

Ïðåäñòàâëåíû ïðèíöèïèàëüíî íîâûå ðàçðàáîòêè â îáëàñòè âûáîðà òèïà ìàãàçèíà è ìåñòà åãî ðàñïîëîæåíèÿ, ñòðàòåãèè è òàêòèêè ðîçíè÷íûõ ïðîäàæ è óïðàâëåíèÿ êàòåãîðèÿìè òîâàðîâ, îðãàíèçàöèè êàìïàíèé ïðîäâèæåíèÿ äëÿ ìàãàçèíîâ ðàçëè÷íûõ ôîðìàòîâ è òèïîâ. Ìåíåäæåðû ïîçíàêîìÿòñÿ ñ èíòåðåñíûìè ïðèåìàìè èñïîëüçîâàíèÿ òîðãîâûõ ïëîùàäåé è âûêëàäêè òîâàðîâ, ïëàíèðîâàíèÿ òîðãîâûõ çàïàñîâ, öåíîîáðàçîâàíèÿ, ðåêëàìíîé äåÿòåëüíîñòè, ñ ïðîñòûìè è ñëîæíûìè ïðèåìàìè ñòèìóëèðîâàíèÿ ïðîäàæ.

Âû óçíàåòå î íîâûõ íàïðàâëåíèÿõ â îáñëóæèâàíèè êëèåíòîâ, ïðèìåíåíèè èíôîðìàöèîííûõ òåõíîëîãèé.  êíèãå ïðåäñòàâëåíû ïîëîæèòåëüíûå, îòðèöàòåëüíûå è äàæå êîìè÷íûå ïðèìåðû äåÿòåëüíîñòè ìèðîâûõ êîìïàíèé.

Ïîñîáèå àäðåñîâàíî ñòóäåíòàì, àñïèðàíòàì, ìåíåäæåðàì è îðãàíèçàòîðàì òîðãîâëè è îáñëóæèâàíèÿ â ðîçíè÷íîé ñôåðå.





ÑÎÄÅÐÆÀÍÈÅ êíèãè "Óïðàâëåíèå ðîçíè÷íûì ìàðêåòèíãîì"




ÎÁ ÀÂÒÎÐÀÕ.........................................................................xi
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ÁËÀÃÎÄÀÐÍÎÑÒÈ ...................................................................xv
1. ÐÎÇÍÈ×ÍÀß ÒÎÐÃÎÂËß ÊÀÊ ÂÈÄ ÄÅßÒÅËÜÍÎÑÒÈ. ÂÂÅÄÅÍÈÅ ........1
ÑÐÅÄÀ ÐÎÇÍÈ×ÍÎÉ ÒÎÐÃÎÂËÈ........................................................... 1
ÐÎÑÒ ÇÍÀ×ÅÍÈß ÐÎÇÍÈ×ÍÎÉ ÒÎÐÃÎÂËÈ ÊÀÊ ÎÒÐÀÑËÈ....................................2
ÈÇÓ×ÅÍÈÅ ÐÎÇÍÈ×ÍÎÉ ÒÎÐÃÎÂËÈ.......................................................8
ÎÏÐÅÄÅËÅÍÈÅ ÐÎÇÍÈ×ÍÎÉ ÒÎÐÃÎÂËÈ.....................................................9
ÄÈÍÀÌÈ×ÍÀß ÏÐÈÐÎÄÀ ÏÅÐÅÌÅÍ Â ÑÔÅÐÅ ÐÎÇÍÈ×ÍÎÉ ÒÎÐÃÎÂËÈ............. 11
ÑÒÐÓÊÒÓÐÀ ÐÎÇÍÈ×ÍÎÉ ÒÎÐÃÎÂËÈ ÂÅËÈÊÎÁÐÈÒÀÍÈÈ È ÑÒÐÀÍ ÅÂÐÎÏÛ......... 21
ÇÀÊËÞ×ÅÍÈÅ....................................................................... 24
ÓÏÐÀÆÍÅÍÈß........................................................................25
ÑÑÛËÊÈ È ÐÅÊÎÌÅÍÄÓÅÌÀß ËÈÒÅÐÀÒÓÐÀ.................................................26
2. ÌÀÐÊÅÒÈÍà  ÐÎÇÍÈ×ÍÎÉ ÒÎÐÃÎÂËÅ. ÂÂÅÄÅÍÈÅ ......28
ÐÎÇÍÈ×ÍÀß ÒÎÐÃÎÂËß È ÌÀÐÊÅÒÈÍÃ................................................... 28
ÍÅÎÁÕÎÄÈÌÎÑÒÜ ÑÒÐÀÒÅÃÈ×ÅÑÊÎÃÎ ÏÎÄÕÎÄÀ..............................................29
ÐÀÇÂÈÒÈÅ ÌÀÐÊÅÒÈÍÃÀ...............................................................37
ÎÏÐÅÄÅËÅÍÈß È ÊÎÍÖÅÏÖÈÈ ÌÀÐÊÅÒÈÍÃÀ......................................................44
ÐÀÇËÈ×ÈÅ ÌÅÆÄÓ ÌÀÐÊÅÒÈÍÃÎÌ È ÏÐÎÄÀÆÅÉ ..............................................47
ÇÀÄÀ×È ÓÏÐÀÂËÅÍÈß ÌÀÐÊÅÒÈÍÃÎÌ....................................................49
ÂÍÅÄÐÅÍÈÅ ÌÀÐÊÅÒÈÍÃÀ..............................................................50
ÐÛÍÎ×ÍÀß ÑÐÅÄÀ ÊÎÌÏÀÍÈÈ.............................................................51
ÀËÜÒÅÐÍÀÒÈÂÍÛÅ ÔÈËÎÑÎÔÈÈ ÁÈÇÍÅÑÀ........................................................54
ÌÀÐÊÅÒÈÍÃÎÂÀß ÎÐÈÅÍÒÀÖÈß............................................................56
ÇÀÊËÞ×ÅÍÈÅ..........................................................................59
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ÑÑÛËÊÈ È ÐÅÊÎÌÅÍÄÓÅÌÀß ËÈÒÅÐÀÒÓÐÀ.........................................................61
3. ÏÎÒÐÅÁÈÒÅËÜÑÊÎÅ ÏÎÂÅÄÅÍÈÅ È ÐÎÇÍÈ×ÍÛÅ ÎÏÅÐÀÖÈÈ ......63
ÏÎÒÐÅÁÈÒÅËÜÑÊÎÅ ÏÎÂÅÄÅÍÈÅ Â ÊÎÍÒÅÊÑÒÅ ÐÎÇÍÈ×ÍÎÉ ÒÎÐÃÎÂËÈ.........63
ÑÐÀÂÍÅÍÈÅ ÁÈÕÅÂÈÎÐÈÑÒÑÊÎÃÎ È ÊÎÃÍÈÒÈÂÍÎÃÎ ÏÎÄÕÎÄÎÂ...................69
ÎÑÍÎÂÍÛÅ ÒÅÎÐÈÈ ÏÎÒÐÅÁÈÒÅËÜÑÊÎÃÎ ÏÎÂÅÄÅÍÈß....................................70
ÏÐÎÖÅÑÑ ÔÎÐÌÈÐÎÂÀÍÈß ÏÎÊÓÏÀÒÅËÜÑÊÎÃÎ ÐÅØÅÍÈß È ÅÃÎ
ÏÎÑËÅÄÑÒÂÈß ÄËß ÓÏÐÀÂËÅÍÈß ÐÎÇÍÈ×ÍÎÉ ÒÎÐÃÎÂËÅÉ.......................76
ÎÑÌÛÑËÅÍÈÅ ÌÎÒÈÂÀÖÈÈ - ÈÅÐÀÐÕÈ×ÅÑÊÀß ÌÎÄÅËÜ ÌÀÑËÎÓ.................87
ÄÅÌÎÃÐÀÔÈ×ÅÑÊÈÅ ÔÀÊÒÎÐÛ................................................................90
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ÂËÈßÍÈÅ ÑÎÖÈÀËÜÍÎÉ ÐÎËÈ È ÑÅÌÜÈ ......................................................... 101
ÂËÈßÍÈÅ ÑÎÖÈÀËÜÍÛÕ ÔÀÊÒÎÐÎÂ............................................................ 110
ÇÀÊËÞ×ÅÍÈÅ...............................................................................112
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ÑÑÛËÊÈ È ÐÅÊÎÌÅÍÄÓÅÌÀß ËÈÒÅÐÀÒÓÐÀ........................................................114
4. ÓÏÐÀÂËÅÍÈÅ ÎÁÑËÓÆÈÂÀÍÈÅÌ È ÊÀ×ÅÑÒÂÎÌ Â ÑÔÅÐÅ ÐÎÇÍÈ×ÍÎÉ ÒÎÐÃÎÂËÈ ... 116
ÑÎÑÒÀÂËßÞÙÈÅ ÐÎÇÍÈ×ÍÎÉ ÄÅßÒÅËÜÍÎÑÒÈ...............................................117
ÊÎÍÖÅÏÖÈß "ÓÑËÓÃÀ- ÏÐÎÄÓÊÒ"....................................................... 119
ÍÅÌÀÒÅÐÈÀËÜÍÎ-ÂÅÙÅÑÒÂÅÍÍÛÉ ÊÎÍÒÈÍÓÓÌ ÏÐÎÄÓÊÒÀ........................... 119
ÊËÀÑÑÈÔÈÊÀÖÈß ÎÁÑËÓÆÈÂÀÍÈß È ÊÀ×ÅÑÒÂÀ.............................................123
ÐÅÀËÈÇÀÖÈß ÓÏÐÀÂËÅÍÈß ÎÁÑËÓÆÈÂÀÍÈÅÌ................................................ 129
ÏÐÈ×ÈÍÛ ÐÎÑÒÀ ÇÍÀ×ÅÍÈß ÊÎÍÒÐÎËß ÊÀ×ÅÑÒÂÀ..........................................133
ÊÀÊÎÂÛ ÎÑÍÎÂÍÛÅ ÓÑËÎÂÈß ÎÁÅÑÏÅ×ÅÍÈß ÊÀ×ÅÑÒÂÀ? .............................134
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ÑÑÛËÊÈ È ÐÅÊÎÌÅÍÄÓÅÌÀß ËÈÒÅÐÀÒÓÐÀ....................................................... 145
5. ÐÎÇÍÈ×ÍÛÉ ÌÀÐÊÅÒÈÍÃÎÂÛÉ ÌÈÊÑ È ÐÎÇÍÈ×ÍÛÉ ÏÐÎÄÓÊÒ ... 147
×ÒÎ ÏÐÅÄÑÒÀÂËßÅÒ ÑÎÁÎÉ ÌÀÐÊÅÒÈÍÃÎÂÛÉ ÌÈÊÑ?................................... 148
ÌÀÐÊÅÒÈÍÃÎÂÛÉ ÌÈÊÑ ÄËß ÑÔÅÐÛ ÓÑËÓÃ: ÄÎÑÒÀÒÎ×ÍÎ ËÈ 4Ð?............... 149
ÖÅËÅÂÛÅ ÐÛÍÊÈ........................................................................151
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ÀÍÀËÈÇ ÐÎÇÍÈ×ÍÎÉ ÄÅßÒÅËÜÍÎÑÒÈ ÊÀÊ ÏÐÎÄÓÊÒÀ.................................... 155
ÂÍÓÒÐÅÍÍßß ÏËÀÍÈÐÎÂÊÀ ÌÀÃÀÇÈÍÀ.......................................................... 163
ÇÀÊËÞ×ÅÍÈÅ...............................................................................173
ÓÏÐÀÆÍÅÍÈß.............................................................................. 174
ÑÑÛËÊÈ È ÐÅÊÎÌÅÍÄÓÅÌÀß ËÈÒÅÐÀÒÓÐÀ....................................................... 175
6. ÓÏÐÀÂËÅÍÈÅ ÀÑÑÎÐÒÈÌÅÍÒÎÌ ÒÎÂÀÐÎÂ ....178
×ÒÎ ÏÐÅÄÑÒÀÂËßÅÒ ÑÎÁÎÉ ÓÏÐÀÂËÅÍÈÅ ÀÑÑÎÐÒÈÌÅÍÒÎÌ ÒÎÂÀÐÎÂ?......... 179
ÌÅÒÎÄÛ ÏËÀÍÈÐÎÂÀÍÈß È ÐÀÑ×ÅÒÀ ÓÐÎÂÍß ÒÎÂÀÐÍÛÕ ÇÀÏÀÑΠ............ 182
ÍÀÂÛÊÈ È ËÈ×ÍÎÑÒÍÛÅ ÕÀÐÀÊÒÅÐÈÑÒÈÊÈ ÌÅÐ×ÀÍÄÀÉÇÅÐÀ....................... 185
ÓÏÐÀÂËÅÍÈÅ ÊÀÒÅÃÎÐÈßÌÈ ÒÎÂÀÐÎÂ.......................................................... 191
ÏËÀÍÈÐÎÂÀÍÈÅ ÀÑÑÎÐÒÈÌÅÍÒÀ...............................................................194
ÐÀÑÏÐÅÄÅËÅÍÈÅ ÒÎÐÃÎÂÛÕ ÏËÎÙÀÄÅÉ......................................................... 199
ÒÎÂÀÐÍÛÉ ÀÑÑÎÐÒÈÌÅÍÒ È ÅÃÎ ÏÎÄÄÅÐÆÀÍÈÅ...........................................204
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ÑÑÛËÊÈ È ÐÅÊÎÌÅÍÄÓÅÌÀß ËÈÒÅÐÀÒÓÐÀ.......................................................207
7. ÔÎÐÌÈÐÎÂÀÍÈÅ ÐÎÇÍÈ×ÍÛÕ ÖÅÍ ....209
ÐÀÇÚßÑÍÅÍÈÅ ÏÎÍßÒÈß ÖÅÍÛ...............................................................210
×ÓÂÑÒÂÈÒÅËÜÍÎÑÒÜ Ê ÖÅÍÅ................................................................211
ÏÐÎ×ÈÅ ÔÀÊÒÎÐÛ, ÂËÈßÞÙÈÅ ÍÀ ÖÅÍÛ.......................................................214
ÌÅÒÎÄÛ ÖÅÍÎÎÁÐÀÇÎÂÀÍÈß ÍÀ ÐÎÇÍÈ×ÍÛÉ ÏÐÎÄÓÊÒ...............................216
ÖÅÍÎÎÁÐÀÇÎÂÀÍÈÅ È ÅÃÎ ÑÎÎÒÍÎØÅÍÈÅ Ñ ÖÅÍÍÎÑÒÜÞ........................... 223
ÏÎËÈÒÈÊÀ ÑÍÈÆÅÍÈß ÖÅÍ ÍÀ ÒÎÂÀÐÛ Ñ ÒÎ×ÊÈ ÇÐÅÍÈß ÐÎÇÍÈ×ÍÎÃÎ
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ÑÑÛËÊÈ È ÐÅÊÎÌÅÍÄÓÅÌÀß ËÈÒÅÐÀÒÓÐÀ.......................................................230
8. ÐÎÇÍÈ×ÍÛÅ ÊÎÌÌÓÍÈÊÀÖÈÈ È ÏÐÎÄÂÈÆÅÍÈÅ ÒÎÂÀÐΠ.... 232
ÏÎÑÒÀÍÎÂÊÀ ÇÀÄÀ×.......................................................................232
ÝÔÔÅÊÒ ÊÎÌÌÓÍÈÊÀÖÈÉ....................................................................236
ÐÅÊËÀÌÀ................................................................................237
ÑÒÈÌÓËÈÐÎÂÀÍÈÅ ÏÐÎÄÀÆ..................................................................247
ÌÀÐÊÅÒÈÍà ÍÀ ÎÑÍÎÂÅ ÂÇÀÈÌÎÎÒÍÎØÅÍÈÉ È ÑÕÅÌÛ ËÎßËÜÍÎÑÒÈ
ÏÎÒÐÅÁÈÒÅËÅÉ ,.........................................................................249
ËÈ×ÍÛÅ ÏÐÎÄÀÆÈ.........................................................................264
ÑÂßÇÈ Ñ ÎÁÙÅÑÒÂÅÍÍÎÑÒÜÞ...............................................................267
ÏÐÎ×ÈÅ ÂÀÆÍÛÅ ÈÍÑÒÐÓÌÅÍÒÛ ÏÐÎÄÂÈÆÅÍÈß...........................................272
ÕÀÐÀÊÒÅÐÈÑÒÈÊÈ ÏÐÎÄÂÈÆÅÍÈß.............................................................275
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ÑÑÛËÊÈ È ÐÅÊÎÌÅÍÄÓÅÌÀß ËÈÒÅÐÀÒÓÐÀ.......................................................278
9. ÐÎÇÍÈ×ÍÀß ÄÈÑÒÐÈÁÜÞÖÈß È ÓÏÐÀÂËÅÍÈÅ ÖÅÏÜÞ ÏÎÑÒÀÂÎÊ ... 281
ÊÀÍÀËÛ ÄÈÑÒÐÈÁÜÞÖÈÈ È ÏÎÒÎÊÈ ÄÂÈÆÅÍÈß ÒÎÂÀÐÎÂ........................... 282
ÊÀÍÀË ÏÎÑÒÀÂÊÈ....................................................................... 284
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ÄÈÑÒÐÈÁÜÞÖÈÈ........................................................................ 287
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ËÎÃÈÑÒÈÊÀ  ÑÔÅÐÅ ÐÎÇÍÈ×ÍÎÉ ÒÎÐÃÎÂËÈ................................................290
ËÎÃÈÑÒÈÊÀ  ÐÎÇÍÈ×ÍÎÉ ÒÎÐÃÎÂËÅ- ÑÒÐÓÊÒÓÐÀ ÇÀÒÐÀÒ........................ 292
ÊÎÌÏÜÞÒÅÐÈÇÈÐÎÂÀÍÍÛÅ ÑÈÑÒÅÌÛ ÏÎÏÎËÍÅÍÈß ÇÀÏÀÑÎÂ (CRS).........299
ÊÎÐÏÎÐÀÒÈÂÍÛÅ ÑÒÐÀÒÅÃÈÈ ÏÎÏÎËÍÅÍÈß ÇÀÏÀÑÎÂ..................................300
ÈÍÒÅÐÍÅÒ È ÑÈÑÒÅÌÛ ÏÐßÌÎÉ ÄÈÑÒÐÈÁÜÞÖÈÈ ......................................... 303
ÇÀÊËÞ×ÅÍÈÅ............................................................................ 307
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ÑÑÛËÊÈ È ÐÅÊÎÌÅÍÄÓÅÌÀß ËÈÒÅÐÀÒÓÐÀ....................................................... 308
10. ÌÅÒÎÄÛ È ÏÎÄÕÎÄÛ Ê ÏËÀÍÈÐÎÂÀÍÈÞ ÑÒÐÀÒÅÃÈÉ È ÌÀÐÊÅÒÈÍÃÀ  ÐÎÇÍÈ×ÍÎÉ ÒÎÐÃÎÂËÅ ...311
ÏÐÎÁËÅÌÛ, ÏÎÐÎÆÄÀÅÌÛÅ ÎÒÑÓÒÑÒÂÈÅÌ ÏËÀÍÈÐÎÂÀÍÈß
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ÍÀÇÍÀ×ÅÍÈÅ ÌÀÐÊÅÒÈÍÃÎÂÎÃÎ ÏËÀÍÀ.......................................................315
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ÑÒÐÓÊÒÓÐÀ ÏËÀÍÀ ÌÀÐÊÅÒÈÍÃÀ............................................................. 319
ÊÎÐÏÎÐÀÒÈÂÍÀß ÌÈÑÑÈß È ÖÅËÈ.......................................................... 320
ÄÂÈÆÓÙÈÅ ÑÈËÛ ÂÍÓÒÐÈÎÒÐÀÑËÅÂÎÉ ÊÎÍÊÓÐÅÍÖÈÈ................................ 322
ÂÍÅØÍÈÉ È ÂÍÓÒÐÅÍÍÈÉ ÀÓÄÈÒ.............................................................. 325
ÀÍÀËÈÇ ÁÈÇÍÅÑ-ÑÈÒÓÀÖÈÈ................................................................327
ÏÎÑÒÀÍÎÂÊÀ ÖÅËÅÉ.....................................................................338
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ÓÏÐÀÆÍÅÍÈß........................................................................... 361
ÑÑÛËÊÈ È ÐÅÊÎÌÅÍÄÓÅÌÀß ËÈÒÅÐÀÒÓÐÀ....................................................... 361
11. ÑÒÐÀÒÅÃÈ×ÅÑÊÈÅ ÐÅØÅÍÈß Î ÌÅÑÒÎÏÎËÎÆÅÍÈÈ ÒÎÐÃÎÂÛÕ ÒÎ×ÅÊ Â ÐÎÇÍÈ×ÍÎÉ ÑÔÅÐÅ ... 363
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ÑÑÛËÊÈ È ÐÅÊÎÌÅÍÄÓÅÌÀß ËÈÒÅÐÀÒÓÐÀ.......................................................396
12. ÓÏÐÀÂËÅÍÈÅ ÐÎÇÍÈ×ÍÛÌ ÁÐÝÍÄÎÌ ....398
ÎÏÐÅÄÅËÅÍÈÅ ÁÐÝÍÄÀ..................................................................401
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13. ÈÍÔÎÐÌÀÖÈÎÍÍÛÅ ÒÅÕÍÎËÎÃÈÈ Â ÐÎÇÍÈ×ÍÎÌ ÌÀÐÊÅÒÈÍÃÅ .... 440
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ÈÍÔÎÐÌÀÖÈÎÍÍÛÅ ÒÅÕÍÎËÎÃÈÈ - ÍÅÊÎÒÎÐÛÅ ÏÎßÑÍÅÍÈß
È ÎÏÐÅÄÅËÅÍÈß ................................................................... 441
ÈÑÏÎËÜÇÎÂÀÍÈÅ IT ÄËß ÑÎÇÄÀÍÈß ÊÎÍÊÓÐÅÍÒÍÎÃÎ ÏÐÅÈÌÓÙÅÑÒÂÀ......442
ÑÁÎÐ È ÏÅÐÅÄÀ×À ÄÀÍÍÛÕ ÈÇ ÒÎ×ÊÈ ÏÐÎÄÀÆ.............................................. 451
ÌÀÐÊÅÒÈÍà ÁÀÇÛ ÄÀÍÍÛÕ, ÈÇÂËÅ×ÅÍÈÅ ÄÀÍÍÛÕ È ÊÎÌÌÅÐ×ÅÑÊÀß
ÐÀÇÂÅÄÊÀ............................................................................454
ÝËÅÊÒÐÎÍÍÀß ÊÎÌÌÅÐÖÈß È ÏÅÐÅÄÀ×À ÄÀÍÍÛÕ.........................................457
ÝËÅÊÒÐÎÍÍÀß ÐÎÇÍÈ×ÍÀß ÒÎÐÃÎÂËß............................................................461
ÏÅÐÑÏÅÊÒÈÂÛ IT  ÐÎÇÍÈ×ÍÎÉ ÒÎÐÃÎÂËÅ..................................................... 476
ÇÀÊËÞ×ÅÍÈÅ.............................................................................479
ÓÏÐÀÆÍÅÍÈß.............................................................................479
ÑÑÛËÊÈ È ÐÅÊÎÌÅÍÄÓÅÌÀß ËÈÒÅÐÀÒÓÐÀ.......................................................480
14. ÇÀÙÈÒÀ ÏÐÀ ÏÎÒÐÅÁÈÒÅËÅÉ È ÝÒÈÊÀ  ÐÎÇÍÈ×ÍÎÉ ÒÎÐÃÎÂËÅ .... 483
ÂÈÄÛ ÄÀÂËÅÍÈß ÍÀ ÊÎÌÏÀÍÈÞ, ÂÛÍÓÆÄÀÞÙÈÅ ÅÅ ÁÛÒÜ
ÑÎÖÈÀËÜÍÎ ÎÒÂÅÒÑÒÂÅÍÍÎÉ.................................................................484
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ÍÅÏÐÀÂÈËÜÍÎÅ ÈÑÏÎËÜÇÎÂÀÍÈÅ ÏÐÎÄÓÊÒÎÂ È ÂÎÏÐÎÑÛ
ÁÅÇÎÏÀÑÍÎÑÒÈ..........................................................................496
ÝÊÎËÎÃÈ×ÅÑÊÈÅ ÏÐÎÁËÅÌÛ ..............................................................499
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ÊÎÐÏÎÐÀÒÈÂÍÀß ÑÎÖÈÀËÜÍÀß ÎÒÂÅÒÑÒÂÅÍÍÎÑÒÜ...................................... 505
ÇÀÊËÞ×ÅÍÈÅ.......................................................................... 510
ÓÏÐÀÆÍÅÍÈß............................................................................. 510
ÑÑÛËÊÈ È ÐÅÊÎÌÅÍÄÓÅÌÀß ËÈÒÅÐÀÒÓÐÀ........................................................511
15. ÌÅÆÄÓÍÀÐÎÄÍÀß ÐÎÇÍÈ×ÍÀß ÒÎÐÃÎÂËß ...513
ÏÅÐÅÕÎÄ Ê ÐÎÇÍÈ×ÍÎÉ ÒÎÐÃÎÂËÅ Â ÌÅÆÄÓÍÀÐÎÄÍÎÌ ÌÀÑØÒÀÁÅ...........513
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ÌÅÆÄÓÍÀÐÎÄÍÀß ÒÎÐÃÎÂËß: ÎÏÐÅÄÅËÅÍÈÅ................................................. 517
ÑÒÐÓÊÒÓÐÛ ÌÅÆÄÓÍÀÐÎÄÍÎÉ ÐÎÇÍÈ×ÍÎÉ ÒÎÐÃÎÂËÈ................................. 522
ÌÎÒÈÂÛ È ÏÐÈ×ÈÍÛ ÈÍÒÅÐÍÀÖÈÎÍÀËÈÇÀÖÈÈ............................................. 526
ÍÀÏÐÀÂËÅÍÈÅ ÝÊÑÏÀÍÑÈÈ ...............................................................533
ÌÅÒÎÄÛ ÂÛÕÎÄÀ ÍÀ ÐÛÍÎÊ.............................................................. 539
ÒÈÏÎËÎÃÈß ÌÅÆÄÓÍÀÐÎÄÍÎÉ ÝÊÑÏÀÍÑÈÈ .................................................. 543
ÇÀÊËÞ×ÅÍÈÅ........................................................................... 545
ÓÏÐÀÆÍÅÍÈß............................................................................ 545
ÑÑÛËÊÈ È ÐÅÊÎÌÅÍÄÓÅÌÀß ËÈÒÅÐÀÒÓÐÀ.......................................................546
16. ÁÓÄÓÙÅÅ ÐÎÇÍÈ×ÍÎÉ ÒÎÐÃÎÂËÈ ..550
ÊËÞ×ÅÂÛÅ ÈÇÌÅÍÅÍÈß...................................................................551
ÐÀÑÒÓÙÅÅ ÇÍÀ×ÅÍÈÅ ÏÐÈÄÀÅÒÑß ÁÐÝÍÄÓ, ÈÌÈÄÆÓ
È ÏÎÇÈÖÈÎÍÈÐÎÂÀÍÈÞ ....................................................................559
ÍÎÂÛÅ ÒÅÍÄÅÍÖÈÈ Â ÈÍÔÎÐÌÀÖÈÎÍÍÛÕ ÒÅÕÍÎËÎÃÈßÕ............................562
ÔÈÇÈ×ÅÑÊÈÅ ÀÑÏÅÊÒÛ ÐÎÇÍÈ×ÍÎÉ ÒÎÐÃÎÂËÈ ............................................ 565
ÊÐÈÂÀß ÍÀÊÎÏËÅÍÍÎÃÎ ÎÏÛÒÀ..............................................................565
ÇÀÊËÞ×ÅÍÈÅ.............................................................................569
ÓÏÐÀÆÍÅÍÈß............................................................................. 569
ÑÑÛËÊÈ È ÐÅÊÎÌÅÍÄÓÅÌÀß ËÈÒÅÐÀÒÓÐÀ....................................................... 569

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* Òåêñò ñîîáùåíèÿ:
 
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