ࡱ> [Hbjbj4,ΐΐV """""6666T<6 ~!~!~!~!Y"B""%''''''$^LKu""Y"Y"""K""~!~!www"`^"~!"~!%w"%wwn~!0)2 6'p ͳ ֹ0F@"T""w"""""KKݍ"""""""""""""""" ( :AZ/RBAYCAN RESPUBLKAS+ T/HSL NAZ0RL AZ/RBAYCAN D.VL/T QTSAD UNVERSTET 0M8AB@ Iaz1rlKLK FGF=  M " #! !" "- + DO==8=8= " /    !        + BAKI -2015 AZ/RBAYCAN RESPUBLKAS+ T/HSL NAZ0RL AZ/RBAYCAN D.VL/T QTSAD UNVERSTET  0@:5B8=3 :0D54@0AK 0M8AB@ Iaz1rlKLK FGF=  M " #! !" "- + DO==8=8= " /    !        + 7O@109J0= 5A?C1;8:0AK "OIA8; 078@;898=8= 22.07.2015-J8 8; B0@8E;8 800 A09;K O<@8 8;O 3@8D 25@8;<8H48@. BAKI -2015 "O@B81 54O=;O@: 4>A..!.HC@>2 <FO;.!.!./:1O@>20 O9G8;O@: 7O@109J0= >>?5@0A890 #=825@A8B5B8=8=  0@:5B8=3 2O "C@87< :0D54@0AK=K= <F48@8 8.5.=, 4>A.".(.(F:F@>2 7O@109J0= 5<0@;K3 2O =H00B #=825@A8B5B8=8=  3B8A048 =O7O@899O 2O 0@:5B8=3 :0D54@0AK=K= <F48@8 8.5.=, 4>A...L0952 ;<8 @540:B>@: dos."..<0=>2 0zahat vYrYqi Masir dvrdY sYmYrYli marketinq fYaliyyYtinin hYyata keirilmYsi marke-tinqin kommunikasiya sistemini yaratmadan vY tYtbiq etmYdYn mmkn deyil. MYssisYlYr istehsal etdiklYri mYhsullara tYlYbat formala_d1rmaq vY onun sat1-_1n1 hYvYslYndirmYk mYcburiyyYtindYdirlYr. Bu gn firmalar1n sYrYncam1nda marketinq kommunikasiyas1n1n kompleks sistemi mvcuddur. HYmin sistemin hans1 sYviyyYdY yarad1lmas1ndan vY istifadY edilmYsindYn hYm kommunikasiya sisteminin sYmYrYliliyi, hYm dY mumilikdY marketinq fYaliyyYtinin nYticYlYri ox as1l1d1r. Marketinq fYaliyyYtindY qar_1ya qoyulan mYqsYdlYrY nail olmaq vY mYqsYd bazarlar1nda rYqabYt mbarizYsindY qalib gYlmYkdY marketinqin kom-munikasiya sistemi olduqca mhm rol oynay1r. Marketinqin kommunikasiya sistemi iki istiqamYtdY tYdbirlYr kompleksini zndY birlY_dirir:0) sYmYrYli kom-munikasiya YlaqYlYri sisteminin yarad1lmas1;1) YmtYYnin irYlilYdilmYsi zrY stimulla_d1rma kompleksinin yarad1lmas1 vY hYyata keirilmYsi. Kommunikasiya YlaqYlYr sistemi hYm daxili vY xarici YlaqYlYr sistemindYn, hYm dY Yks YlaqYlYr sistemindYn ibarYt olmaqla formala_1r. MYhz bu sistem mumilikdY marketinqin kommunikasiya sisteminin normal fYaliyyYtini tYmin edir. arketinqin kommunikasiya prosesi O:AO@ hallarda BOAO@@FD0B AC195:B-;O@8=8= qar_1s1nda duran ciddi problemlYrin hYll edilmYsi=O E84<OB MNABO@8@. AB5IA0; >;C=0= mYhsullara tYlYbat formala_d1rmaq, sat1_1 hYvYslYndirmYk, N7 imicini yksYltmYk FGF= D8@<0;0@ OA0AO= <YqsYd auditoriyaAK I033K=40 7O@C@8 8=D>@<0AK90;0@K B>?;0<03, >=;0@K= 1070@40 O;25@8H;8 DO0;899OB8=8 BO<8= 54O= <FIF< informasiya;0@K 1070@0 NBF@<O: mYqsYdilY 1C 2O digYr kommunikasiya tYdbirlYrin4O= 8AB8D04O 548@;O@. "O188 :8, IYr bir BOAO@@FD0B AC195:B8 <FBO<048 >;0@03 BO:@0@;0=0= 2O <F@O::O1 E0@0:B5@;8 kommunikasiya tYdbirlYrin8 mxtYlif D>@<040 hYyata keiri@. Marketinqin kommunikasiya sisteminin stimulla_d1rma zrY tYdbirlYr kompleksi YsasYn be_ elementi, be_ istiqamYtdY stimulla_d1rma tYdbirlYri komp-leksini zndY birlY_dirir: reklam, sat1_1n hYvYslYndirilmYsi, _Yxsi sat1_, birba_a marketinq vY ictimaiyyYtlY YlaqY. Reklam-hYr hans1 bir _Yxsin sifari_i ilY, firma, mYhsul, xidmYt vY ideyalar haqq1nda, _Yxsin i_tirak1 olmadan zYruri mYlumatlar1n pullu yay1m formas1d1r. Reklam marketinqin kommunikasiya sisteminin Ysas elementlYrindYn biri olmaqla mYhsula tYlYbat yarad1lmas1nda vY sat1_1n hYcminin art1r1lmas1nda ox gcl tYsirY malikdir. Reklam fYaliyyYtinin hYyata keirilmYsindY reklam strate-giyalar1, onlar1n i_lYnib haz1rlanmas1 mexanizmi, mraciYt strategiyas1 vY takti-kas1, K0V-dY reklam strategiyalar1, reklam qrafikinin mYyyYnlY_dirilmYsi prin-siplYri xsusi YhYmiyyYtY malik olmaqla yarad1c1 yana_ma tYlYb edirlYr. Sat1_1n hYvYslYndirilmYsi-real vY potensial al1c1ya fYrdi vY dolay1 yolla tYsir etmYklY mYhsul sat1_1n1 vY al1_1n1 hYvYslYndirmYk mYqsYdilY hYyata keirilYn tYdbirlYr kompleksini zndY birlY_dirir. Firmalar sat1_1n hYvYslYndirilmYsi zrY bir s1ra qYrarlar qYbul edirlYr. Sat1_1n hYvYslYndirilmYsindY mxtYlif mYqsYdlYr gdlr vY bu mYqsYdlYrdYn as1l1 olaraq stimulla_d1rman1n hans1 mYqsYdli auditoriyaya ynYldilmYsi, hans1 stimulla_d1rma metodlar1ndan vY sullar1ndan istifadY edilmYsi mYyyYnlY_dirilir, onlara mnasib stimulla_d1rma tYdbirlYri haz1rlan1b hYyata keirilir. ^Yxsi sat1_ m_tYrilYrY istiqamYtlYnYn sat1_ konsepsiyas1ndan, o cmlYdYn _Yxsi sat1_ metodlar1ndan istifadY etmYklY mYssisYnin mYhsulunun fYrdi qayda-da sat1_1n1n hYyata keirilmYsini, potensial al1c1lar1n sat1_a cYlb edimYsini nYzYrdY tutur. MYssisYlYr bu istiqamYtdY sat1_1n idarY edilmYsi vY _Yxsi sat1_1n hYyata keirilmYsinin mxtYlif strategiyalar1ndan istifadY edirlYr. Birba_a marketinq-sat1c1larla al1c1lar aras1nda birba_a YlaqYlYrin yarad1l-mas1, bu mYqsYdlY kommunikasiyan1n mxtYlif vasitYlYrindYn istifadY etmYklY mYhsul sat1_1n1n hYyata keirilmYsidir. Marketinqin kommunikasiya sistemi-nin digYr elementlYrinY nisbYtYn birba_a marketinq bir s1ra stnlklYrY vY spesifik xsusiyyYtlYrY malikdir. Birba_a marketinqin hYyata keirilmYsindY mxtYlif sullardan istifadY edilir vY bu zaman bir s1ra qYrarlar qYbul edilir. 0ctimaiyyYtlY YlaqY marketinqin kommunikasiya sisteminin Ysas element-lYrindYn biri olmaqla ictimaiyyYtlY i_gzar YlaqYlYrin yarad1lmas1n1, mYssisY vY onun mYhsulu haqq1nda cYmiyyYtlY xo_ mnasibYtlYrin formala_d1r1lmas1n1, xo_agYlmYz _aiyYlYrin aradan qald1r1lmas1n1 tYmin etmYk mYqsYdilY mxtYlif tYdbirlYrin hYyata keirilmYsini nYzYrdY tutur.  Marketinqin kommunikasiya strategiyalar1 kursunun tYdrisi prosesindY <0M8AB@;O@ marketinq fYaliyyYtindY kommunikasiya sisteminin tYtbiqinin >195:-B82 zYruriliyi vY problemlYri, marketinqin kommunikasiya sistemindY tYtbiq olunan strategiyalar, mYqsYdli auditoriyan1n seilmYsi vY ona aid qYrarlar, marketinqin kommunikasiya sisteminin mumi bdcYsi zrY qYrarlar, reklam strategiyalar1, onlar1n i_lYnib haz1rlanmas1 mexanizmi,reklam qrafikinin mYy-yYnlY_dirilmYsi prinsiplYri, reklam1n effektliyinin qiymYtlYndirilmYsi problemlYri, beynYlxalq reklam strategiyalar1, AzYrbaycanda reklam bazar1n1n inki_af meyl-lYri vY problemlYri, sat1_1n stimulla_d1r1lmas1 sahYsindY Ysas qYrarlar, sat1_1n idarY edilmYsi vY _Yxsi sat1_1n hYyata keirilmYsi strategiyalar1,birba_a marketinqin Ysas xsusiyyYtlYri vY tYtbiqi sullar1, ictimaiyyYtlY YlaqYlYrY marketinq yana_ma, Pablik Riley_nz sahYsindY Ysas qYrarlar marketinq kommunikasiyas1n1n tYkmil-lY_dirilmYsi istiqamYtlYri vY s. mYsYlYlYr barYdY zYruri biliklYrY yiyYlYnirlYr. TYdris proqram1 marketinqin kommunikasiya strategiyalar1 ilY bilava-sitY bal1 olan bu mYsYlYlYrin YlaqY vY ard1c1ll11 nYzYrY al1nmaqla tYrtib edil-mi_dir.  Marketinqin kommunikasiya strategiyalar1 kursunun tYklif olunan mYzmunda vY qurulu_da tYdrisi  Marketinq ixtisas1 zrY magistratura BOIA8; ?8;;OA8=4O haz1rlanan mtYxYssislYrY fYnn haqq1nda zYruri biliklYrin YldY edilmY-sinY imkan verYcYkdir. Kursun proqram1 tYqdim edilYn sYpkidY ilk dYfYdir ki, haz1rlan1r. Bu bax1m-dan onun daima tYkmillY_dirilmYsi mYqsYdYuyundur.MYllif proqram1n tYkmil-lY_dirilmYsinY dair zlYrinin rYy vY tYkliflYrini verYcYk mtYxYssislYrY YvvYlcYdYn z minnYtdarl11n1 bildirir. 540:B>@40= MN27C;0@ 2O >=;0@K= <O7<C=C N27C1:Marketinq fYaliyyYtindY kommunikasiya sisteminin tYtbiqinin zYruriliyi vY problemlYri Marketinqin kommunikasiya sisteminin yarad1lmas1 vY tYtbiqini zYruri edYn Ysas amillYr. MYhsula tYlYbat formala_d1r1lmas1. MYhsul sat1_1 vY al1_1n1n hYvYs-lYndirilmYsi. mtYY bazarlar1nda rYqabYtin kYskinlY_mYsi. MYssisYsinin imicinin yksYldilmYsinin vacibliyi.MYssisYnin sYmYrYli YlaqYlYr sisteminin yarad1lma-s1n-da kommunikasiyan1n rolu. 0stehlak1lara zYruri informasiyan1n tF@F;mYsi.Sat1_ hYcminin art1r1lma-s1.MYnfYYtin maksimumla_d1r1lmas1.MYhsulun bazar mvqeyinin mhkYmlYn-dirilmYsi. Marketinq kommunikasiyas1n1n kompleks sisteminin yarad1lmas1n1n vacib-liyi. SYmYrYli YlaqYlYr sisteminin D>@<0;0H4K@K;<0AK. Daxili 2O Earici YlaqYlYr siste-mi. VasitYilYrlY YlaqY. 0stehlak1larla qar_1l1ql1 YlaqYlYrin yarad1lmas1. ks YlaqY-lYr sistemi. ^Yxsi vY qeyri-_Yxsi rabitY kanallar1, >nlar1n mqayisY;8 E0@0:B5@8A-B8:0AK 2O tYsir dYrYcYlYri. 0rYlilYdilmY zrY stimulla_d1rma kompleksinin yarad1lmas1.Reklam tYdbir-lYrinin hYyata keirilmYsi. Sat1_1n hYvYslYndirilmYsi zrY qYrarlar. Sat1_1n idarY edilmYsi zrY qYrarlar. ^Yxsi sat1_1n hYyata keirilmYsi. B8@1asa vY interaktiv marketinq. 0ctimaiyyYtlY YlaqYlYr.  Pablik Riley_nz proqramlar1ndan istifadY. Yarmarkalar, sYrgilYr, I8<09OG8;8:.MYhsullar1n 1rendlY_dirilmYsi 2O 1u sahYdY qar_1ya qoyulan OA0A mYqsYdlYr vY mvcud problemlYr. Marketinqin kommunikasiya sisteminin elementlYr kompleksi 2O hYr bir 5;5<5=B8= spesifik xsusiyyYtlYri. Kompyuter vY informasiya texnolog8yalar1nda ba_ verYn mtYrYqqi dYyi_ikliklYr 2O >nlar1n kommunikasiya proseslYrinY msbYt tYsiri. Marketinqin kommunikasiya proseslYri, >=;0@K= daimi, vaxta_1r1 vY mvYq-qYti xarakter8 2O fYrdi xsusiyyYtlYri. Kommunikasiya prosesindY mvcud mane-YlYr 2O qar_1ya 1xan problemlYr. MraciYt auditoriyas1n1n seilmYsi, YldY edilY-cYk nYticYnin mYyyYnlY_dirilmYsi. Kommunikasiya prosesindY yerinY yetirilYn vYzifYlYr. Kommunikasiyaya dair qYrarlar.Kommunikasiyalar1n yaratd11 tYsirlYr. Yeni fikirlYrin yarad1lmas1, qurulu_lar1n dYyi_dirilmYsi, fYaliyyYtY svq etmY. 0stehlak1lar1n cavab reaksiyas1n1n formala_mas1 modellYri. Marketinqin kommunikasiya sisteminin tYtbiqindY mvcud olan problem-lYr. 0nformasiyalar1n seilmYsi 2O haz1rlanmas1 formalar1. SYmYrYli yay1m vasitY-lYrinin seilmYsi. 0nformasiyalar1n atd1r1lmas1 tezliyinin mYyyYnlY_dirilmYsi. Firmalar1n 7O@C@8 kommunikasiya xYrclYri. ><<C=8:0A890 EYrclYrin8= artmas1n1 _YrtlY=48@O= OA0A 0<8;;O@. F=90 NlkYlYr8 zrY kommunikasiya xYrclYri 2O >nlar1n strukturu.><<C=8:0A890 EYrclYrin8= <FO99O=;OH48@8;<OA8=4O mvcud YtinliklYr vY problemlYr.XYrclYrin kommunikasiya vasitYlYri aras1nda optimal blgs. Kommunikasiya xYrclYrinin azald1l<as1 8AB830<OB;O@8. N27C 2: Marketinqin kommunikasiya sistemindY tYtbiq olunan strategiyalar F0A8@ kommunikasiya strategiyalar1n 8H;O=81 I07K@;0=<0AK, seilmYsi meyarlar1 2O qYbulu. Marketinq8= mYqsYdlYri. Strategiyalar zrY qYrarlar. mtYYnin irYli;O48;<OA8 strategiyasK: <ahiyyYti vY tYtbiq xsusiyyYtlYri, DYrqli cYhYtlYri, <arketinq mYqsYdlYri ilY Yl0qYsi. Marketinq strategiyalar1na uyun-la_ma. Sat1_1n hYvYslYndirilmYsi tYdbirlYrinin tYtbiqinin zYruriliyi. Yhsullar1n topdan 2O pYrakYndYA0BKH B8J0@OB8. Topdan 2O pYrakYndYA0BKH ticarYtin8= xsusiy-yYtlYri.PYrakYndY ticarYtin mYhsul sat1_1nda rolu. MYhsullar1n son istehlak1lara sat1_1. mtYYnin irYli;O48;<OA8 AtrategiyaAK=dan irYli gYlYn sat1_ prinsiplYri. Al1c1lar1n YmtYYyY cYlb edilmYsi strategiyas1: <ahiyyYti, tYtbiq xsusiyyYt-lYri, DYrqli cYhYtlYri, kommunikasiya xYrclYrinin yksYk olmas1. Reklam tYdbir-lYrindYn geni_ istifadY 2O 4igYr kommunikasiya elementlYrinin tYtbiqi. MYhsula tYlYbatK= formala_d1r1lmas1. 0stehlak1lar1n mYhsula cYlb edilmYsi. MYhsulun pYrakYndY tacirlYrdYn 0;K=<0AK. Sat1c1larla istehlak1lar1n qar_1l1ql1 YlaqYsi. MYhsullar1n topdanA0BKH 20A8BOG8;O@8=4O= O;4O 548;<OA8 D>@<0;0@K. TYlYbin vY bazar konyunkturas1n1n yrYnilmYsi. 0stehlak1, pYrakYndY ticarYti, topdan A0BKH 20A8BOG8;O@8 vY istehsal1;0@ aras1nda qar_1l1ql1 YlaqY strategiyalar1. N27C 3: MYqsYdli auditoriyan1n mYyyYnlY_dirilmYsi vY 3O1C; 548;O= qYrarlar MYqsYd;8 auditoriyas1n1n mahiyyYti, seilmYsi prinsiplYri. MYqsYdli audi-toriyan1n mYyyYnlY_dirilmYsi kommunikasiya prosesinin ba_lan1c mYrhYlYsi kimi. Geni_ istehlak1 ktlYsi. MYhsulun fYrdi istehlak1lar1, mtYxYssislYr, sosial siniflYr, istehlak1 qruplar1, dini vY etaik qruplar vY s. Onlar1n hYr birinin xarak-terik xsusiyyYtlYri. MYqsYdli audiotoriyaya uyun gYlYn kommunikasiya A8AB5<8=8= vYzifYlYrinin mYyyYnlY_dirilmYsi. MYqsYdli auditoriyaya aid olan al1c1lar1n haz1rl1q sYviyyYsi. OIAC; al1_1 zrY al1c1 psixologiyas1n1n 5;5<5=B;O@8: <Ylumatl1l1q,biliklilik,rYbYtlY_mY,stnlk vermY,inanma,bazarl1q etmY. )O@ 18@ 5;5<5=B 1ax1mK=dan mYqsYdli auditoriyan1n tYhlili. Arzu olunan cavab reaksi-yas1n1n mFYyyYnlY_dirilmYsi. MvqelY_dirmYnin mahiyyYti vY Ysas mYqsYdi. MYhsulun bazar mvqeyi ilY kommunikasiya tYdbirlYrinin qar_1l1ql1 YlaqYsi. MYhsullar1n mvqelY_dirilmYsi amillYri vY sullar1. MYhsullar1n funksiyalar1, dYyYrliliyi, problemi hYll etmYsi, istifadY sullar1, istehlak1lar1n kateqoriyalar1. MvqelY_dirmY onun spesifik cYhYtlYri. MYqsYdli auditoriyan1n tYhlili prosesindY istehlak1lar1n mYssisYyY vY onun mYhsullar1na, rYqiblYrin ox_ar mYhsullar1na mnasibYtinin nYzYrY al1nmas1. 0stehlak1lar1n reklama vY digYr kommunikasiya tYdbirlYrinY mnasibYti 2O 1u mnasibYtlYrin kommunikasiya elementlYrinin seilmYsinY tYsiri. N27C 4:Marketinqin kommunikasiya sisteminin mumi bdcYsi zrY qYrarlar mtYYnin irYlilYdilmYsi zrY stimulla_d1rma kompleksinin haz1rlanmas1 vY hYyata keirilmYsindY bdcYnin 95@8 vY rolu. mumi bdcYnin mYyyYnlY_di-rilmYsinin mrYkkYbliyi vY 1u sahYdY mvcud olan problemlYr. mtYYnin irYlilY-dilmYsinin mumi bdcYsi zrY qYrarlar:bdcYnin tYsdiq edilmYsi, mumi bdcY-nin kommunikasiyas1n1n ayr1-ayr1 elementlYri aras1nda bl_drlmYsi, bdcY vYsaitindYn istifadY qaydalar1n1n mYyyYnlY_dirilmYsi. BdcYnin hesablanmas1na tYsir gstYrYn amillYr: bazar1n hYcmi vY ls, kommunikasiya sisteminin marketinq kompleksindY yeri vY rolu, mYhsul;0@K= hYyat dvran1n1n mYrhYlYlYri,mYhsullar1n differensialla_d1r1lmas1, sat1_1n hYcmi vY mYnfYYtin mYblYi, rYqiblYrin kommunikasiya xYrclYri, mYssisYnin maliyyY imkanlar1. mtYYnin irYlilYdilmYsi zrY mumi bdcYnin hesablanmas1 qaydas1 vY metodlar1: mvcud vYsaitlYrdYn hesablama metodu, sat1_1n hYcminY nisbYtYn faizlY hesablama metosu, qar_1ya qoyulan mYqsYd vY vYzifYlYr OA0AK=40 hesab-lama metodu, rYqiblYrY Ysaslanan hesablama metodu, xYrclYrin planla_d1r1l-mas1 Ysas1nda hesablama metodu, bazarda pay1 i_tirak metodu vY s. HYr bir metodun stn vY at1_mayan cYhYtlYri. mtYYnin irYlilYdilmYsinin kompleks proqram1n1n i_lYnib haz1rlanmas1 zrY qYrarlar Proqram1n1 haz1rlanmas1na mxtYlif yana_malar. Proqram1n icra1lar1 vY onun icras1na nYzarYtin hYyata keirilmYsi haqq1nda qYrarlar. Proqramda nYzYrdY tutulmu_ tYdbirlYrin bir-birilY YlaqYlYndirilmYsi vY uzla_d1r1lmas1,hYyata keirilmYsi mddYti vY icra1lar1. Proqram1n bdcY ilY qar_1l1ql1 YlaqYsi. Proq-ramlar1n daima tYkmillY_dirilmYsi, onlarda nYzYrdY tutulan stimulla_d1rma vasi-tYlYrinin effektliyinin yksYldilmYsi yollar1. mtYYnin irYlilYdilmYsinin kompleks proqram1n1n i_lYnib haz1rlanmas1nda nYzYrY al1nan amillYr: bazar1n vY ya mYhsu-lun tipi, YmtYYnin irYli itYlYnmYsi strategiyas1 vY yaxud al1c1lar1n mYhsula cYlb edilmYsi strategiyas1, al1c1lar1n haz1rl1q sYviyyYsi, mYhsulun hYyat dvran1n1n mYrhYlYlYri. Al1c1lar1n mal al1_1na haz1r olmalar1n1n mxtYlif mYrhYlYlYrindY irYlilYdilmY-nin mxtYlif sullar1n1n fYrqli rolu, onlara YkilYn xYrclYrin sYviyyYsindY mvcud fYrqlYr. MYhsulun hYyat dvran1n1n mYrhYlYlYrindYn as1l1 olaraq stimulla_d1rma vasitYlYrinY YkilYn xYrclYrin mxtYlifliyi. mtYYnin irYlilYdilmYsi vasitYlYrinY YkilYn xYrclYrin nisbi effektliyi. ar_1ya qoyulan mYqsYd vY vYzifYlYrdYn as1l1 olaraq mumi bdcYyY vY onun stimulla_-d1rma vasitYlYri zrY bl_drlmYsi mYsYlYlYrinY yenidYn bax1lmas1. "O;O1 >;C=0= hallarda mumi bdcYyY mvafiq dYyi_ikliklYr8= edilmYsi 30940AK. N27C 5: Reklam strategiyalar1, onlar1n i_lYnib haz1rlanmas1 mexanizmi Reklam BO418@;O@8=8= haz1rlanmas1 vY hYyata keirilmYsindY reklam strate-giyas1n1n yeri vY rolu. Reklam strategiyas1n1n mahiyyYti, haz1rlanmas1na mxtYlif yana_malar. Reklam strategiyas1n1 formala_d1ran Ysas elementlYr. Reklam mra-ciYtlYrinin yarad1lmas1 2O @eklam1n yay1m vasitYlYrinin seilmYsi. Reklam strate-giyas1 haz1rlanarkYn nYzYrY al1nan OA0A amillYr:mYhsulun bazar mvqeyi, seqmentlY_dirmY, istehlak1 tYlYbinin hYcmi vY xarakteri. Bazar seqmentlYrindY tYlYbat1n xarakterindYn as1l1 olaraq tYtbiq olunan reklam strategiyalar1n1n mxtYlifliyi. Vahid vY fYrdi reklam strategiyalar1. Marketinq strategiyalar1 ilY reklam strategiyalar1n1n qar_1l1ql1 YlaqYsi vY as1l1l11. Reklam strategiyas1n1n haz1rlanmas1n1n yarad1c1 xarakteri 2O 1u zaman nYzYrY al1nan amillYr: mYqsYdli auditoriya, mYhsul konsepsiyas1, informasiya yay1m vasitYlYri, reklam mraciYt-lYri. MYqsYdli auditoriyan1n reklam strategiyas1n1n haz1rlanmas1nda rolu. MYhsul konsepsiyas1n1n mahiyyYti, Ysas gstYricilYri vY reklam strategiyas1n1n haz1rlanmas1 70<0=K >=;0@K= nYzYrY al1nmas1. Reklam mraciYtlYri: <ahiyyYti, mYzmunu vY forma;0@K. Reklam mraci-Yt;O@inin haz1rlanmas1 prosesi, prosesin Ytinliyi vY yarad1c1 xarakteri. Yarad1c1 strategiyan1n haz1rlanmas1 70<0=K reklamver<O mYrhYlY;O@8:@eklam ideya lar1n1n yarad1lmas1,ideyalar1n qiymYtlYndirilmYsi vY seilmYsi, mraciYtin yarad1lmas1, sosial mYsuliyyYtY nYzarYt.MraciYt strategiyas1. MraciYt strategiyas1n1n haz1r-lanmas1nda nYzYrY al1nan amillYr vY _YrtlYr. MraciYt strategiyas1n1n Ysas1n1 tY_kil edYn OA0A mYsYlY;O@: =O, necY de98;<O;8 2O 90 gstYr8;<O;848@. MraciYt strategiyas1n1 haz1rlayan yarad1c1 qrupun i_inin Ysas istiqamYt;O@i. MraciYtin taktikas1 2O <ahiyyYti, mraciYtin haz1rlanmas1na yana_ma tYrzinin mxtYlifliyi. MraciYt taktikas1nda mvcud olan mxtYlif yana_malar1 formala_d1ran _YrtlYr 2O amillYr. Reklam1n yay1m vasitYlYrinin seilmYsi strategiyas1. Yay1m vasitYlYrinin seilmYsindY nYzYrY al1nan Ysas _YrtlYr. MxtYlif yay1m vasitYlYrinin auditori-yaya tYsir sYviyyYsi, dYyYri vY tezliyi, YhatY dairYsi, stnlklYri vY at1_mazl11. Reklam1n yay1m vasitYlYrinin seilmYsi zaman1 nYzYrY al1nan amillYr: <YqsYdli auditoriyan1n mYyyYn K0V-lY bal1l11, nmayi_ potensial1, vizuall11, hYqiqYtY uyunluu, rYng xsusiyyYtlYri. sas media vasitYlYrin xsusiyyYtlYri. Media strategiyalar1n mYyyYnlY_mYsinY yarad1c1 yana_ma. Reklam kompaniyas1n1n planla_4K@K;mas1. Reklam strategiyas1n1n haz1r-lanmas1 prosesindY hYll8 nYzYrdY tutulan mYsYlYlYr 2O >nlar1n ard1c1ll11. K0V-in seilmYsi zaman1 nYzYrY al1nan marketinq amillYri. Kompaniyan1n mumi mYqsYdlYri vY strategiyas1. HYr bir yay1m vasitYsinin 8AB830<OB;O=4898 audito-riyan1n xarakteri, ls vY corafi YhatY dairYsi. Reklam1n yay1m vasitYsinin IO2OA;O=48@8J8 YhYmiyyYti, gYlirlilik dYrYcYsi 2O rentabellik sYviyyYsi. Yay1m vasitYlYrinin seilmYsindY qiymYt strategiyas1n1n nYzYrY al1nmas1. K0V-in seilmYsi, tYtbiq olunacaq konkret reklam sullar1 2O >nlardan istifadY qrafik;O@8. K0V-dY reklamK= mYqsYdi vY strategiyas1n1n i_lYnib haz1rlan-mas1nda nYzYrY al1nan mYsYlYlYr, 2YzifYlYr, YkilYn xYrclYrin zn dorultmas1, bdcY, rYqabYt vY marketinq. Reklam1n YhatY dairYsi, verilmY tezliyi, fasilYsizliyi 2O impulsiv verilmY hallar1n1n mYyyYnlY_dirilmYsi. Reklam strategiyas1n1n yaz1l1 _YkildY tYrtibi 2O reklam plan1nda yeri. N27C 6: Reklam qrafikinin mYyyYnlY_dirilmYsi prinsiplYri Reklam qrafikinin tYrtib edilmYsi, efir vaxt1 vY ;07K<K ap sYhifYsinin mYy-yYnlY_dirilmYsi. Reklam1n verilmY vaxt1n1n BO98= edilmYsi 2O 1u zaman nYzYrY al1nan Ysas _YrtlYr. Reklam elanlar1n1n verilmY A09K=K= mYyyYnlY_dirilmYsi. Reklam BO418@;O@8=8= hYyata keirilmY <F44OB8=8= Ysasland1r1lmas1. Reklam qrafikinin nvlYri: 0rd1c1l, <vsmi, 8mpulsiv 2O 3eyri-bYrabYr impulsiv trmY, A1ray1_, 8stiqamYtlYnmi_ impulsiv yay1m qrafik;O@8. )Yr bir 3@0D8:8= tYtbiqi xsusiyyYtlYri. Reklam1n YhatY dairYsinin geni_liyi. hatY dairY-sinin reklam1n yay1m vasitYlYrinin seilmYsinY, mraciYt strategiyas1n1n mYy-yYnlY_dirilmYsinY tYsiri. Reklam1n fasilYsizliyi, DasilYsizliyin mYnfi vY msbYt cYhYtlYri, eklam1n auditoriyan1n yad1nda qalmas1na tYsiri. Reklam1n tezliyi, Bezliyin reklam1n yadda qalmas1na, tYsir dYrYcYsinin yksYlmYsinY tYsiri. Rekla-m1n yadda qalma mddYtinin 0@B<0AK.Tezliyin YhatY dairYsi ilY qar_1l1ql1 YlaqYsi. Reklam1n YhatY dairYsi, fasilYsizliyi vY tezliyin8= mYyyYnlY_dirimlYsi zaman1 nYzYrY al1nan OA0A prinsiplYr.Reklam1n tYsir dYrYcYsinin yksYk olmas1, daha ox yadda qalmas1. Reklam1n qar_1s1nda qoyulan mYqsYd;O@O nail olunmas1. Reklam mYqsYdlYrinin reklam qrafikinin tYrtib olunmas1na tYsiri. Reklam tYdbirlYrinin sYmYrYliliyinin yksYk olmas1. Kompyuter texnologiyalar1n1n reklam qrafikinin tYrtib olunmas1nda rolu. Reklam fYaliyyYtinin planla_d1r1lmas1 prosesindY tYtbiq olunan Ysas proqramlar. XYtti proqramla_d1rma modeli. 0mitasiya modeli. Statistik model. N27C 7: Reklam1n effektliyinin qiymYtlYndirilmYsi problemlYri Reklam fYaliyyYtinin effektliyinin qiymYtlYndirilmYsi:prosesin mahiyyYti, mrYkkYbliyi vY YldY edilYn 5DD5:B82;8: gstYricilYri. DD5:B82;8: gstYricilYrin8= mYyyYnlY_dirilmYsi zaman1 meydana 1xan YtinliklYr vY problemlYr. eklam BO418@;O@8 nYticYsindY YldY edilYn 5DD5:B82;898= :O<899OBJO qiymYtlYndirilmYsinin Ytinliyi. DD5:B82;8: gstYrici;O@8=O tYsir edYn amillYr. Reklam1n kommunikasiya 2O iqtisadi effektliyi. Reklam1n kommunikasiya effekt82liyinin mYyyYn edilmYsi metodlar1. Reklam BO418@;O@8 ba_lamazdan YvvYl kommunikasiya effekt82liyinin qiymYtlYndirilmYsi formalar1. Birba_a qiymYtlYndirmY, onun hYyata keirilmYsi qaydas1. MxtYlif reklam variantlar1n1n qiymYtlYndirilmYsi. Portfel yoxlamas1 2O >nun apar1lmas1 qaydas1. 0ddaqalma sYviyyYsindYn as1l1 olaraq @eklam variant-lar1n1n seilmYsi. Laboratoriya yoxlamalar1: <ahiyyYti vY hYyata keirilmYsi mexanizmi. Reklam1n tYsir 2O cYlbetmY gcnn llmYsi. Reklam kompaniyas1 hYyata keirildikdYn sonra reklam1n kommunikasiya effektliyi.MYqsYdlYrdYn as1l1 olaraq qiymYtlYndirmY.0stehlak1lar1n sorusunun keirilmYsi. Reklam1n tan1nmas1 dYrYcYsinin mYyyYnlY_dirilmYsi. Xsusi ekspe-rimentlYrin hYyata keirilmYsi. QiymYtlYndirmYnin metodlar1. Yaddaqalmaya grY qiymYtlYndirmY. DYrk etmYnin qiymYtlYndirilmYsi. Onlar1n mahiyyYti vY hYyata keirilmYsi qaydalar1. Reklam1n iqtisadi effektliyinin mYyyYnlY_dirilmYsi metodlar1. Apar1lan eksperimentin nYticYlYrinin tYhlilinY Ysaslanan metod: <ahiyyYt vY tYtbiq mexa-nizmi, Gat1_mazl1qlar vY qar_1ya 1xan problemlYr. Qal1q mYblYlYr metodu: <ahiyyYt vY tYtbiqi mexanizmi.Qal1q mYblYlYr metodu=C= tYtbiqi zaman1 mYnfYYt mYblYinin dYyi_mYsi sYbYblYrinin (Osas vY 48MO@) tYhlili. Onlar1n tYsni-fat1. Reklam BO418@;O@8=8= xalis effektliyinin hesablanmas1. MqayisYli tYhlilin apar1lmas1. Reklam xYrclYrinin effektli2;8: gstYricisi. N27C 8: BeynYlxalq reklam strategiyalar1 BeynYlxalq reklam1n mahiyyYti, Ysas xsusiyyYtlYri 2O 3ar_1ya 1xan prob-lemlYr. Ayr1-ayr1 lkYlYrdY reklam0 mnasibYtin fYrqli cYhYtlYri. Reklam zrY hquqi bazan1n formala_mas1 xsusiyyYtlYri, qanun2ericilik aktlar1 vY onlar1n i_lYmY mexanizmindY mvcud olan fYrqlYr. MxtYlif lkY Yhalisinin reklama vY reklama yay1m vasitYlYrinY mnasibYti=8= fYrqli cYhYtlYri. Onlar1n reklam strategiyas1n1n formala_mas1na tYsiri. MYqsYdli auditoriyan1n YhatY dairYsinin mxtYlifliyi. K0V-in auditoriyan1 YhatY etmY sYviyyYsinin mxtYlifliyi 2O 1u sahYdY qar_1ya 1xan problemlYr. Reklam _irkYtlYri ilY qar_1l1ql1 YlaqY. TariflYrin fYrqli sYviyyYlYri 2O 1ununla YlaqYdar reklam bdcYsi zrY qYrarlar1n qYbulu 70<0=K 90@0=0= ?@>1;5<;O@. FEBO;8D lkYlYr zrY reklam xYrclYrinin sYviyyYsi, xYrclYrin mxtYlif yay1m vasitYlYri zrY strukturu. Onlar1n formala_mas1na tYsir edYn amillYr. Xarici _irkYtlYrin mYhsullar1n1n adlar1n1n vY reklam mYtnlYrinin yerli dilY tYrcmYsi zaman1 qar_1ya 1xan problemlYr. Masir dvrdY beynYlxalq reklam1n inki_af meyllYri. Ayr1-ayr1 lkYlYrin reklama mnasibYtindY ba_ verYn dYyi_ikliklYr. BeynYlxalq reklam sayYsindY lkYlYraras1 mnasibYtlYrdY ba_ verYn yax1nla_ma meyllYri. 0qtisadiyyat1n qloballa_mas1n1n beynYlxalq reklam1n inki_af1na tYsiri. BeynYlxalq reklam1n idarY edilmYsi. Xarici lkYdY reklam1n hYyata keiril-mYsi 70<0=K yarad1c1 strategiyan1n rolunun yksYl48;mYsi. Xarici lkY Yhalisinin hYyat tYrzinin, milli vY dini xsusiyyYtlYrinin, dilinin reklam strategiya;0@K=K= formala_mas1na tYsiri. BeynYlxalq reklam strategiyas1n1n mYyyYnlY_dirilmYsinY fYrqli yana_ma:nYzYrY al1nan _YrtlYr vY amillYr. Xarici lkY;O@8= iqtisadi inki_af sYviyyYsi, sosial sistemi 2O siyasi strukturu. K0V-lY YlaqY yaratma imkanlar1, istehlak1lar1n mYhsula mnasibYti vY s. XaricdY reklam BO418@;O@8=8= tY_kili vY idarY olunmas1nda qar_1ya 1xan problemlYr. XaricdY reklam fYaliyyYtinin hYyata keirilmYsinin mxtYlif tY_kilati formalar1. N27C 9: AzYrbaycanda reklam bazar1n1n inki_af meyllYri vY problemlYri azar iqtisadiyyat1 HO@08B8=4O N;:O<874O reklam1n yeri vY rolu, reklam bazar1n1n formala_mas1 <O@IO;O;O@8 2O _YrtlYri. 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hF'hF'CJOJQJmH,sH,heVCJOJQJmH,sH,heVCJOJQJmH,sH,heVCJOJQJmH,sH,NJL`rָظ &*04NP\^fhjlprtvz|¹عڹ޹*,02dfjlxzheVCJOJQJmH,sH,heV5CJOJQJmH,sH,!heV5CJOJQJaJmH,sH,heVCJOJQJmH,sH,heVCJOJQJmH,sH,HzºȺʺҺԺغں.0>ٻʻԻʻĻ»ĻƻȻڻܻ"$(*02<>LNRThjheVCJOJQJmH,sH,heVCJOJQJmH,sH,heVCJOJQJmH,sH,T¼Ƽȼ 46<>BDNPX\^`dfhjprȽʽнҽnptvxz~ƾȾheVCJOJQJmH,sH,heVCJOJQJmH,sH,heVCJOJQJmH,sH,TȾξоھܾ 68JLRT\^jlz|οпҿԿڿܿ"$&(8:BFLPhjrtheVCJOJQJmH,sH,heVCJOJQJmH,sH,heVCJOJQJmH,sH,T (*02:<BDHJVXfh $&:<BDFHTVnp|~heVCJOJQJmH,sH,heVCJOJQJmH,sH,heVCJOJQJmH,sH,T "$,.02PRTVnp"$(*2468:< hF'hF'CJOJQJmH,sH,heVCJOJQJmH,sH,heVCJOJQJmH,sH,heVCJOJQJmH,sH,N<BDLNPVX^`ln "$&,.PRfjprxz"&,0HJ\^pr|~heVCJOJQJmH,sH,heVCJOJQJmH,sH,heVCJOJQJmH,sH,R :<>@LN^`hj|~ "46<>^`bhj*,߳U hF'hF'CJOJQJmH,sH,heVCJOJQJmH,sH,heVCJOJQJmH,sH,heVCJOJQJmH,sH,heV5CJOJQJmH,sH,heV5CJOJQJmH,sH,heV5CJOJQJmH,sH,!heV5CJOJQJaJmH,sH,4n <FIF< HO@B8 :8<8.AzYrbaycanda reklam bazar1n1n forma-la_ma sYviyyYsi vY inki_af istiqamYtlYri, Ysas xsusiyyYtlYri, ictimai vY sosial YhYmiyyYti. 5A?C1;8:0<K740 @eklam bazar1nK= struktur 10EK<40= formala_mas1 <59;;O@8. Reklam bazar1n1n Ysas subyektlYri 2O >=;0@ aras1nda BO@OD40H;K3 mna-sibYtlYrin 3C@C;<0AK ?@8=A8?;O@8. eklam 1070@K=K= mYhsul;0@ vY ya sahYlYr zrY formala_mas1n1n spesifik xsusiyyYtlYri. Reklam 1070@K=K= yay1m vasitYlYri zrY strukturu. yk xsusi YkiyY malik Beleviziya reklam1n1n stnl:;O@8. AzYrbaycanda reklam bazar1-n1n BCBC<C 2O >=0 BOA8@ 54O= 0<8;;O@. Reklam obyektlYri, istehsal1lar vY yay1-c1lar aras1nda rYqabYt. .;:O<874O reklam biznesinin formala_mas1 2O inki_afK prob-lemlYri. AzYrbaycanda reklam bazar1n1n formala_mas1na mYnfi tYsir gstYrYn amil-lYr: 8qtisadi E0@0:B5@;8 problemlYr, (<OAO;O=,reklama ayr1lan vYsait;O@8= azl11, @eklam xidmYtinin qiymYtinin a_a1 sYviyyYdY olmas1, YmtYY bazarlar1nda salam rYqabYt mhitinin zYif olmas1 2O A.) bhran, dvlYt idarYetmY strukturlar1nda mvcud olan inzibati <0=5O;O@ 2O A. AzYrbaycan1n reklam bazar1n1n O;25@8H;8 inki_af1na tYsir gstYrYn amillYr: NlkY iqtisadiyyat1n1n srYtli inki_af1, siyasi sabitli:, sahibkarl11n inki_afK 8;O O;03O40@ mvafiq dvlYt siyasYtinin hYyata keirilmYsi, N;:O=8= dnya iqtisadi sisteminY inteqrasiyas1n1n AF@OB;O=<OA8 vY s. N27C 10: Sat1_1n stimulla_d1r1lmas1 sahYsindY Ysas qYrarlar Sat1_1n hYvYslYndirilmYsinin mahiyyYti, kommunikasiya sistemindY yeri vY rolu. Sat1_1n hYvYslYndirilmYsi zrY tYdbirlYrin xarakterik xsusiyyYtlYri: Jazi-bYdarl1q vY mYlumatl1l1q; 1azarl1a svq etmY 2O 1azarl1q etmYyY dYvYt. Sat1_1n hYvYslYndirilmYsinin Ysas mYqsYdlYri zrY qYrarlar. Strateji, xsusi vY fYrdi mYqsYdlYr. MYqsYdlYrin xarakterindYn as1l1 olaraq stimulla_d1rma tYdbirlYrinin seilmYsi. MYqsYdli auditoriyan1n xarakterik xsusiyyYtlYrinin stimulla_d1rma mYqsYdlYrinin mYyyYnlY_dirilmYsinY tYsiri. Sat1_1n fYrdi hYvYslYndirmY formas1ndan istifadYnin mYqsYdYuyunluu. Sat1_1n stimulla_d1r1lmas1 zrY qYrarlar1n qYbuluna tYsir gstYrYn amillYr: OmtYY bazarlar1nda rYqabYtin gclYnmYsi, @eklam tYdbirlYrinin effektliyin azalmas1, Aat1c1lar1n istehsal1lardan daha byk gzY_tlYr YldY etmYyY al1_mas1, 8nforma-siya texnologiyalar1n1n inki_af1. Sat1_1n hYvYslYndirilmYsi tYdbirlYrinin haz1rlan-mas1 zaman1 nYzYrY al1nan amillYr: <Yhsulun xarakteri. 1azar1n tipi, OmtYYnin irYli itYlYnmYsi 2O 8stehlak1lar1n YmtYYyY cYlb edilmYsi straB5giyas1, 01c1lar1n haz1rl1q sYviyyYsi. Sat1_1n hYvYslYndirilmYsi vasitYlYrinin seilmYsi zrY qYrarlar. Qar_1ya qoyulan mYqsYdlYrdYn as1l1 olaraq stimulla_d1rma subyektlYrinin seilmYsi. Stimulla_d1rman1n formalar1.VasitYilYrin, sat1c1lar1n,istehlak1lar1n hYvYslYndirilmYsi zrY qYrarlar. VasitYilYrin hYvYslYndirilmYsi metodlar1. Maliy-yY gzY_tlYri, onlar1n nvlYri, tYtbiqi sullar1. Natural formada gzY_tlYr 2O >nla-r1n hYyata keirilmYsi sullar1. Sat1c1lar1n hYvYslYndirilmYsi zrY qYrarlar. HYvYslYndirmY metodlar1. Msa-biqYlYr8= keiri;mYsi, hYdiyyYlYr8= verilmYsi. QiymYt gzY_tlYrindYn istifadY. MtYrYqqi YmYk haqq1 formalar1n1n tYtbiq8. Xsusi gstYricilYrY nail olunmas1na grY mkafatland1rma. Sat1c1lar1n turizm sYyahYtinY gndYrilmYsi qaydas1nda mkafatland1r1lmas1. Sat1c1lar1n yubileylYrY, ziyafYtlYrY dYvYt edilmYsi F7@O  sirli m_tYri YmYliyyat1. NmunYlYrin paylanmas1 vY s. 0stehlak1lar1n hYvYslYndirilmYsi zrY qYrarlar. HYvYslYndirmYnin forma vY metodlar1. Yhsullar1n sat1_1 70<0=K BOB183 548;O= qiymYt gzY_tlYri. iymYt fYrqi dYnilmYklY khnY mYhsullarK= 95=8;O@8 8;O O2O7;O=<OA8 D>@<0AK=40 Aat1_1. MYhsullar1n kreditY verilmYsi. NmunYlYrin paylanmas1. Mallar1n evlYrY atd1-r1lmas1. Udu_lu lotoreya oyunlar1n1n keirilmYsi. Kuponlardan istifadY edilmYsi. GzY_t hququ verYn eklYrin tYtbiqi. Daimi m_tYri kart1. MYyyYn miqdar40 mOIAC; al1_1 zaman1 pulsuz YlavY mOIAC;C= 2erilmYsi vY s. Sat1_1n stimulla_d1r1lmas1 proqram1n1n i_lYnib haz1rlanmas1 zrY qYrarlar. Proqramda qoyulan mYsYlYlYr. Bazarda mYhsulun yeri. Qar_1dan gYlYn il n mYsYdlYr. Proqram1n i_tirak1lar1. FYaliyyYt proqram1. BdcY. Planla_d1r1lan tYdbirlYrin hYyata keirilmYsi zYrindY nYzarYt. 0_tirak _YrtlYri. TYdbirlYrin kei-rilmYsi vaxt1n1n seilmYsi vY mddYtin mYyyYn edilmYsi vY s. Stimulla_d1rma tYdbirlYri haqq1nda mYlumatlar1n istehlak1lara atd1r1l-mas1 sullar1n1n seilmYsi haqq1nda qYrarlar.)Yr hans1 bir FsullC= seilmYsi qaydas1.Ayr1-ayr1 tYdbirlYr zrY bdcYnin hesablanmas1 qaydas1. Stimulla_d1r-ma proqram1n1n qabaqcadan yoxlan1lmas1. Proqram1n optimall11n1n qiymYtlYndi-rilmYsi. N27C 11: Sat1_1n idarY edilmYsi vY _Yxsi sat1_1n hYyata keirilmYsi strategiyalar1 Sat1_1n idarY edilmYsi. Sat1_ fYaliyyYtinin tYhlili vY planla_d1r1lmas1, nYzarYtin hYyata keirilmYsi. Sat1_ xidmYtinin strukturunun mYyyYn edilmYsi. FYaliyyYt strategiyas1n1n haz1rlanmas1. TicarYt agentlYrinin seilmYsi, onlar1n fYaliyyYtinY rYhbYrlik. Sat1_ xidmYtinin vYzifYlYrinin yerinY yetirilmYsi zrY tYdbirlYrin haz1r-lanmas1 vY hYyata keirilmYsi. Sat1_1n idarY edilmYsinin tY_kili zrY qYrarlar. TicarYt heyYtinin vYzifYlYrinin mYyyYn edilmYsi. TicarYt aparat1n1n strukturunun, strategiyas1n1n, YmYk haqq1 sisteminin vY llYrinin i_lYnib haz1rlanmas1. HeyYtin seilmYsi vY i_Y cYlb edilmYsi.TicarYt agentlYrinin yrYdilmYsi. Sat1c1lar1n i_i zYrindY nYzarYtin hYyata keirilmYsi. TicarYt agentlYrinin i_inin effektliyinin qiymYtlYndirilmYsi. Sat1_ strategiyas1n1n haz1rlanmas1. Sat1_ prosesinin xsusiyyYtlYri. Sat1_ stra-tegiyas1n1n haz1rlanmas1nda tYtbiq olunan yana_malar.TicarYt agenti-al1c1. Tica-rYt agenti-al1c1lar qrupu. Sat1_ qrupu-al1c1lar qrupu. TicarYt zrY seminarlar1n, m_avirYlYrin keirilmYsi. Sat1_1n idarY edilmYsinin formalar1: Aat1_ xidmYtinin Yrazi 2O mYhsul prin-sipi F7@O, 5;OJO 4O 8stehlak1lara istiqamYtlYnmi_ sat1_ xidmYtinin yarad1lmas1. Sat1_1n idarY edilmYsinin mxtYlif formalar1n1n kombinasiyas1. ^Yxsi sat1_1n kommunikasiya sistemindY yeri vY rolu, xarakterik xsusiyyYt-lYri vY prinsiplYri. TicarYt agentlYri tYrYfindYn _Yxsi sat1_ prosesinin mYrhYlYlYr zrY hYyata keirilmYsi imkanlar1.TicarYt agentlYrinin fYaliyyYtinin tY_kilinY mxtYlif yana_malar. Sat1_ fYaliyyYti zrY keyfiyyYt gstYricilYri. ^Yxsi sat1_ prose-sinin mYrhYlYlYri. Potensial al1c1lar1n a_kar edilmYsi, >nlar barYdY mYlumatlar1n toplanmas1 vY imkanlar1n1n qiymYtlYndirilmYsi, m_tYrilYrlY gr_n keirilmYsi. mtYYnin tYqdimat1 vY nmayi_ etdirilmYsi, mqavilYnin balanmas1, mqavilYyY uyun mOIAC;;0@Kn gndYrilmYsi vY mqavilY _YrtlYrinin yerinY yetirilmYsi. ^Yxsi sat1_1n hYyata keirilmYsi prosesindY nYzYrY al1nan amillYr, prinsiplYr 2O BYtbiq olunan strategiyalar. M_tYrilYrlY dan1_1qlar1n apar1lmas1 qaydas1 vY xarakteri. TicarYt agenti tYrYfindYn m_tYrini mqavilY balamaa inand1rmaq n tYtbiq olunan sullar. MqavilYyY uyun olaraq mallar1n m_tYriyY atd1r1l-mas1 qaydas1. MYhsul sat1ld1qdan sonra ticarYt agentinin al1c1larla YlaqYsi. ^Yxsi sat1_la mY_ul olan mtYxYssislYrin qruplara ayr1lmas1. Sat1_1n hYcminin art1r1l-mas1 vY yeni al1c1lar1n tap1lmas1 ilY mY_ul olan mtYxYssislYr. Firman1n real al1c1lar1 ilY mY_ul olan mtYxYssislYr. MYhsulun nmayi_ etdirilmYsi, sat1_1 vY m_tYriyY atd1r1lmas1 prosesindY kmYklik gstYrYn mtYxYssislYr. MYhsulun xarakterindYn as1l1 olaraq _Yxsi sat1_1n tYtbiqi xsusiyyYtlYri. ^Yxsu sat1_ prosesin-dY YldY edilYn m_tYrilYrlY uzunmddYtli YlaqYlYrin yarad1lmas1 vY qorunub saxlan1lmas1. N27C 12: Birba_a marketinq zrY qYrarlar Birba_a marketinq real vY potensial al1c1larla birba_a YlaqY formas1 kimi. mtYYnin irYlilYdilmYsindY b1rbasa marketinqin rolunun yksYlmYsi, onun kommunikasiya sisteminin digYr elementlYri=4O= stnlklYr8. MYqsYdli auditoriya ilY daha sYmYrYli, fYrdi YlaqY yaratmaq imkan1. MYhsul sat1_1 ilY bal1 xYrclYrin az olmas1. Al1c1lar1n tYkliflYrY cavab reaksiyas1n1n q1sa mddYtdY yrYnilmYsi. TYkliflYrin al1c1lar1n tYlYbinY uyun gYlmYsini mYyyYn-lY_dirmYk 2O daha ox mYhsul satmaq imkan1. Birba_a marketinqin tYtbiqini zYruri edYn Ysas sYbYblYr: Beleviziya kanallar1n1n say1n1n hYddindYn art1q oxal-mas1, Beleviziya reklamlar1n1n say1n1n artmas1 2O tez-tez tYkrarlanmas1, uzun-mddYtli olmas1, 8nternetin meydana gYlmYsi. Birba_a marketinqin tYtbiqinin Ysas xsusiyyYtlYri. DvrlYr zrY inki_af1 vY tYkmillY_dirilmYsi. Kompyuter texnologiyas1n1n son nailiyyYtlYrindYn, faksdan, elektron potdan, internet xidmYtlYrindYn istifadY. 0nteraktiv marketinqin mahiyyYti vY tYtbiqi xsusiyyYtlYri. Birba_a marketinqin Ysas tiplYri tY_kilat-m_tYri (B2C); tY_kilat vasitYi; tY_kilat-tY_kilat (B2B) 2O >nlar1n fYaliyyYt mexanizmi. Birba_a marketinqin istifadYilYri, >nlar1n xarakterik xsusiyyYtlYri 2O BYtbiqi sullar1ndak1 fYrqlYr. Birba_a marketinqin srYtli inki_af1n1 Ysasland1ran sYbYblYr: ?otensial vY real al1c1lar1n tYlYbatlar1n1n yrYnilmYsi vY dYnilmYsi imkanlar1n1n geni_liyi; Beleviziya reklam1n1n effektliyinin azalmaa doru meyl etmYsi; qiymYt;O@8= 2O 0vtomobildYn istifadY xYrclYrinin durmadan artmas1; vaxt at1_mazl11; nYqliyyatda yaranan gYrginliklYr vY s. Real vY potensial al1c1lar1n siyah1s1n1n tYrtib edilmYsi, onlar barYdY mYlumatlar1n toplanmas1 vY informa-siya bazas1n1n yarad1lmas1. Birba_a marketinqin hYyata keirilmYsi sullar1 (HYxsi sat1_, birba_a pot gndYri_lYri, kataloq zrY sat1_, telemarketinq, dYrhal reaksiya yaradan televi-ziya marketinqi, interaktiv marketinq) 2O >nlar1n fYrqli cYhYtlYri, tYtbiq mexa-nizmi. Birba_a marketinqin tYtbiq8 zamanK 8AB8D04O olunan strategiyalar. Birba_a marketinqin Ytraf mhiti. traf mhit amillYrinin strategiyalar1n formala_mas1na tYsiri. Birba_a marketinqin planla_d1r1lmas1 vY hYyata keirilmYsi prosesi: situ-asiyal1 tYhlil, birba_a marketinqin gcl vY zYif cYhYtlYri, biznes mYqsYdlYrin qoyulu_u, strategiyalar1n haz1rlanmas1, qiymYtlYndirilmYsi vY seilmYsi, fYaliyyYt proqram1n1n i_lYnib haz1rlanmas1, maliyyY proqnozla_-d1rmalar1. M_tYrilYr haqq1nda mYlumatlar bank1n1n formala_d1r1lmas1 qaydalar1. MYlumatlar bank1ndan istifadY, mYlumatlar1n mYnbYlYri. 0nformasiyan1n tiplYri vY keyfiyyYti. Birba_a marketinqdY al1c1 tYlYbinin yrYnilmYsi, bazar tYdqiqat-lar1, seqmentlY_dirmY, mvqelY_dirmY vY testlY_dirmY. Birba_a marketinq fYaliy-yYtinin nYticYsinin qiymYtlYndirilmYsi. N27C 13: 0ctimaiyyYtlY YlaqYlYrY marketinq yana_ma 0ctimaiyyYtlY i_gzar YlaqYlYrin yarad1lmas1n1n marketinq fYaliyyYtindY yeri vY rolu. 0ctimaiyyYtY mYssisY vY mYhsul haqq1nda kifayYt qYdYr mYlumat trl-mYsinin vacibliyi. 0ctimaiyyYtlY YlaqY yarad1lmas1nda tYbliat1n rolu. TYblia1n mahiyyYti, mYqsYdlYri vY hYyata keirilmYsinin xarakterik xsusiyyYtlYri. 0ctima-iyyYtlY YlaqY zrY fYaliyyYtin hYyata keirimYsi prosesi. MxtYlif istehlak1 qrup-lar1. Qanunvericilik vY hakimiyyYt orqanlar1n1n nmayYndYlYri ilY YlaqYlYrin yarad1lmas1. MYhsul marketinqi ilY tYbliat1n daha yax1ndan YlaqYlYndirilmYsi. TYbliat mraciYtlYrinin haz1rlanmas1, yay1m vasitYlYrinin seilmYsi strategiyan1n mYyyYnlY_dirilmYsi. TYbliat plan1n1n haz1rlanmas1, hYyata keirilmYsi, ona nYzarYt edilmYsi, nYticYnin qiymYtlYndirilmYsi. TYbliat tYdbirlYrinin hYyata keirilmYsi prosesindY yerinY yetirilYn vYzifY-lYr. MYssisY vY ya mYhsul haqq1nda mYqalYlYr8= haz1rlanmas1 2O >nlar1n dvri mYtbuatda yerlY_dirilmYsi. MYhsulun xassYlYri vY istehlak xsusiyyYtlYri I033K=-40 haz1rla=0= mYlumatlarK= mzakirYsin8= BOH:8;8. 0stehlak1lar qrupu, dvlYt idarYlYri vY tY_kilatlar1 n xsusi tYbliat BO418@;O@8=8= hYyata keirilmYsi. TYbliat zrY mtYxYssislYr tYrYfindYn firma vY ya mYhsul haqq1nda tYbliat tYdbirlYrinin haz1rlanmas1 vY hYyata keirilmYsi. 0ctimaiyyYtlY YlaqYlYrin yarad1lmas1 zrY tYdbirlYrin hYyata keirilmYsi sul-lar1: xYbYrlYrin yay1lmas1, a1q _YkildY Yyani olaraq 1x1_ etmYk, mxtYlif xsusi tYdbirlYrin hYyata keirilmYsi (konfranslar1n keirilmYsi, sYrgilYrin vY yarmar-kalar1n tY_kili, estrada ulduzlar1n1n konsertlYrinin keirilmYsi vY s), kitaba, mYqalY, jurnal vY s. formada ap material1n1n haz1rlanmas1, ictimai tYdbirlYrdY i_tirak edilmYsi vY s. 0ctimaiyyYtlY YlaqYnin tY_kili zrY tYdbirlYrin hYyata keiril-mYsi mYrhYlYlYri: <YsYlYnin qoyulu_u, BYdbirlYr plan1n1n i_lYnib haz1rlanmas1, xYrclYr zrY smetan1n tYrtibi 2O ?roqram1n yerinY yetirilmYsi. TYdbirlYrin nYticY-lYrinin qiymYtlYndirilmYsi. Bu mYrhYlYlYrin qar_1l1ql1 YlaqYsi. 0ctimaiyyYtlY YlaqY-nin yarad1lmas1 zrY hYyata keirilYn tYbliat tYdbirlYrinY yan0_ma tYrzi. 0cti-maiyyYtlY YlaqYlYr zrY =YticYlYrin qiymYtlYndirilmYsi. QiymYtlYndirmYnin Ytin-liyi vY 1u sahYdY <5940=0 1xan problemlYr. N27C 14: Pablik Rile_nz sahYsindY Ysas qYrarlar Pablik Riley_uz ictimaiyyYtlY YlaqY konsepsiyas1 kimi.  Pablik Riley_nz 8= <ahiyyYti, yaranmas1 vY inki_af tarixi. Firma ilY ictimaiyyYt aras1nda xo_ mnasibYtlYrin yarad1lmas1, qar_1l1ql1 YlaqYnin yax_1la_d1r1lmas1, firma haqq1n-da msbYt rYyin formala_d1r1lmas1 vY yaranm1_ mYnfi fikirlYrin, _aiyYlYrin aradan qald1r1lmas1.  Pablik Riley_nz konsepsiyas1 ilY sosial-etik marketinq konsepsi-yas1n1n qar_1l1ql1 YlaqYsi. PR-in YmtYYnin irYlilYdilmYsindYn daha ox firman1n 8<8J8=8= D>@<0;0H<0AK=0 xidmYt gstYrmYsi=8= AOJ899O28 JOIOB;O@8 2O Ysas prinsip-;O@i. Masir dvrdY PR-konsepsiyas1n1n rolunun artmas1. Firmalar1n sosial mYsuliyyYti. MxtYlif maliyyY institutlar1, banklar, yerli bYlYdiyyY vY hkumYt orqanlar1, sYhmdarlar, bazar AC195:B;O@8, K0V-in nmayYndYlYri, oxsayl1 m_tY-rilYr, mxtYlif ictimai tY_kilatlar vY istehlak1 qruplar1 ilY mrYkkYb qar_1l1ql1 YlaqYlYr sisteminin yarad1lmas1. /laqYlYr sistemi YrivYsindY marketinqin yeni mYzmun 2O mahiyyYtinin formala_mas1. PR-i_gzar YlaqYlY-rin yarad1lmas1n1n mrYkkYb bir sistemi kimi. Firman1n fYaliyyYtinin onun imicindYn, rYhbYr 2O mtYxYssis I59OB8 haqq1n-da formala_an rYydYn as1l1l11.  Pablik Riley_nz 8= hYyata keirilmYsi mYrhYlY-lYri (haz1rl1q, ekspres tYhlilin hesablama 2O yekun analitik). ldY edilYn nYticYlY-rin kompleks qiymYtlYndirilmYsi. PR-in praktiki YhYmiyyYti, Ysas xsusiyyYtlYri vY 9erinY yetirdiyi funksiyalar: 8darYetmY, analitik proqnozla_d1rma, tY_kilat1-texnoloji, informasiya-kommunikasiya, metodoloji mYslYhYtverici funksiya. Qeyri-kommersiya tY_kilatlar1 n  Pablik Riley_nz 8= tYtbiqi xsusiyyYt-lOri, stnlklYri,at1_mazl1qlar1 2O 1u istiqamYtdY hYyata keirilYn tYdbirlYrin A?5A8D8: cYhYtlYri.  Pablik Riley_nz in tYkaml B0@8E8. XX Ysrin YvvYllYrindY 0ngiltYrYdY PR konsepsiyas1n1n yaranmas1 vY tYtbiqi. Birinci vY ikinci dnya mharibYlYrinin PR-in formala_mas1 vY inki_af1nda rolu.  Pablik Riley_nz 8n mstYqil elm sahYsi :8<8 0;8 BO4@8A <FOAA8AO;O@8=8= BO4@8A proqramlar1na daxil edilmYsi. Sem Blek masir  Pablik Riley_nz konsep-siyas1n1n 90@04KJKAK :8<8.  Pablik Riley_nz 8= idarY edilmYsinin tY_kilati formalar1. Byk firmalar1n vY kompaniyalar1n nYzdindY xsusi brolar1n, _bY vY blmYlYrin yarad1lmas1. Dnyan1n YksYr lkYlYrindY  Pablik Riley_nz F7@O milli tY_kilatlar1n yarad1l-mas1. 0ctimaiyyYtlY YlaqYlYr XidmYtinin BeynYlxalq Assosiasiyas1 mumdnya tY_kilat1n1n yaranmas1 2O >=C= BMT tYrYfindYn rYsmYn tan1nmas1 -YUNESKO BO@OD8=4O= B kateqoriyaAK statusC almas1. AzOrbaycanda  Pablik Riley_nz konsepsiyas1ndan istifadYnin formala_-maAK, inki_afK 2O tYtbiq8 xsusiyyYtlYri. N27C 15: Marketi=q kommunikasiyas1n1n tYkmillY_dirilmYsi istiqamYtlYri Marketinqin kommunikasiya sisteminin tYkmillY_dirilmYsinin vacibliyi vY Ysas _YrtlYri. nYnYvi kommunikasiya tYdbirlYrinin <F@O::O1 xarakteri. 0steh-lak1 psixologiyas1n1n <FBO<048 dYyi_mYsi. nYnYvi kommunikasiya metod-lar1n1n istehlak1n fYrdilY_mYsi 8;O C9LC=AC7;CLC. Televiziya reklam1n1n dYyYrinin artmas1 vY effektliyinin azalma meyl;;O@8. Yeni daha mkYmmYl informasiya vY kommunikasiya texnologiyalar1n1n yaranmas1 vY tYtbiqi. Kommunikasiya sisteminin tYkmillY_dirilmYsi istiqamYtlYri.0nteqrasiya olunmu_ marketinq kommunikasiyas1n1n yarad1lmas1 (0OMK).hnY prob-lemlYrY yeni bax1_-yeni yana_ma tYrzi kimi. 0OMK-un stnlklYri. Vahid maliy-yYlY_mY sulunun tYtbiqi. Kommunikasiya tYdbirlYrinin hYyata keirilmYsi zrY vahid idarYetmY mYrkYzinin yarad1lmas1. Kommunikasiya tYdbirlYrinin hYyata keirilmYsindY vahid planla_d1rman1n tYtbiqi. 0OMK modelindY planla_d1rman1n apar1lmas1 qaydas1. 0OMK proqram1n1n i_lYnib haz1rlanmas1. Proqram1n mYzmunu 2O YmYk- tutumlu;CLC. TYlYbat1n formala_mas1 vY sat1_1n hYvYslYndsirilmYsindY 0OMK-n1n rolu.0OMK-=8=  Pablik Riley_nz konsepsiyas1 ilY ox_ar vY fYrqli cYhYtlYri. 0nteqrasiyan1n tiplYri:Aeim, mvqelY_dirmY 2O plan-qrafik.Firmadaxili kommu-nikasiya xidmYtinin yarad1lmas1. Masir dvrdY marketinqin kommunikasiya sistemindY ba_ verYn dYyi_ik-liklYr. DYyi_mY meyllYri vY inki_af istiqamYtlYri. 0stehlak1=K= yeni informasiya mYnbYlYrinY maraqlar1n1n artmas1.MYssisY vY mYhsul haqq1nda mYlumat YldY etmYyin 9eni kanallar1. Yeni kommunikasiya vasitYlYrinin yaranmas1 vY inki_af1. Kompyuter texnologiyalar1, modemlYr, fakslar, mobil rabitY, internet. Elektron kommunikasiya vasitYlYrinin srYtli inki_af1. 0nternetin kommunikasiya siste-mindY rolunun durmadan artmas1. 0nternetdY tYtbiq olunan sistemlYr vY layi-hYlYr. ATL vY BTL texnologiyalarK, >=;0@K= fYrqli cYhYtlYri vY tYtbiq metodlarK. Bazara yeni brendin 1xar1lmas1. Marketinq fYaliyyYtindY internetin yaratd11 geni_ imkanlar. 0nternet-biznesin inki_af1. 0nternetdY marketinq vY reklam. Birba_a marketinqin inki_af1nda internetin rolu. 0nteraktiv marketinq strate-giyalar1, onlar1n Ysas xsusiyyYtlYri. 0stehlak1lara istiqamYtlYnYn strategiya. 0nternet-layihYlYrin mahiyyYti vY mxtYlifliyi, layihYlYrin yarad1lmas1 xsusiy-yYtlYri vY tYtbiqi mexanizmi. 0nternet layihYlYrin formalar1.Kooperativ vY qeyri-kooperativ internet layihYlYr8= mahiyyYti, fYrqli cYhYtlYri, @50;;0H<0 sullar1 vY metodlar1.  Marketinqin kommunikasiya strategiyalar1 kursunun mvzular1 zrY ayr1lm1_ tYdris saatlar1n1n blgs Mvzular1n ad1Mvzu zrY saatlarO cmlYdYnMhazirYMY_YlY1Marketinq fYaliyyYtindY kommunikasiya sistemi-nin tYtbiqinin zYruriliyi vY problemlYri 62 2 2Marketinqin kommunikasiya sistemindY tYtbiq olunan strategiyalar23MYqsYdli auditoriyan1n mYyyYnlY_dirilmYsi vY ona aid qYrarlar 62 24Marketinqin kommunikasiya sisteminin mumi bdcYsi zrY qYrarlar25Reklam strategiyalar1,onlar1n i_lYnib haz1rlanma-s1 mexanizmi 6226Reklam qrafikinin mYyyYnlY_dirilmYsi prinsip-lYri27Reklam1n effektliyinin qiymYtlYndirilmYsi prob-lemlYri 82 2 8BeynYlxalq reklam strategiyalar129AzYrbaycanda reklam bazar1n1n inki_af meyllYri vY problemlYri210Sat1_1n stimulla_d1r1lmas1 sahYsindY Ysas qYrarlar42211Sat1_1n idarY edilmYsi vY _Yxsi sat1_1n hYyata keirilmYsi strategiyalar1 62 212Birba_a marketinqin stnlklYri, Ysas xsusiy-yYtlYri vY tYtbiqi sullar12130ctimaiyyYtlY YlaqYlYrY marketinq yana_ma 62 214Pablik Rile_uz sahYsindY Ysas qYrarlar215Marketimq kommunikasiyas1n1n tYkmillY_diril-mYsi istiqamYtlYri422*O<8463016 Qeyd: Saatlar1n blgs tYxminidir. Kafedralar z mlahizYlYrinY grY onlar1 dYyi_dirY bilYrlYr. "N2A899O >;C=0= O4O18990B A890IKAK /A0A:  HYPERLINK "http://www.ozon.ru/context/detail/id/2930371/" \l "persons#persons" \o ".. . 5B5;520" 5B5;520 .. . 0@:5B8=3>2K5 :><<C=8:0F88. @02>2>5 @53C;8@>20=85. .:  HYPERLINK "http://www.ozon.ru/context/detail/id/857322/" \o "740B5;LAB2>" !B0BCB, 2006. -144 A. (C;LF . ., "0==5=10C< !.., 0CB5@1>@= .$. >20O ?0@0483<0 <0@:5-B8=30. =B53@8@C5<K5 <0@:5B8=3>2K5 :><<C=8:0F88. .:  HYPERLINK "http://www.ozon.ru/context/detail/id/856523/" \o "740B5;LAB2>" =D@0-, 2004. -234 A. >@8A5=52 !.. !>F8>;>38O :><<C=8:0F89. - .: ."- , 2003. - 270 A. C=40@8= .. =830 @C:>2>48B5;O >B45;0 PR.- !1: 8B5@, 2006.- 368 A. ><<C=8:0F8>==K9 <5=546<5=B/ >4 @54 ..(5?5;O. - .: 0@40@8:8, 2004. -352 A. >B;5@ $. A=>2K <0@:5B8=30: ?5@. A 0=3;.- .:  87=5A-:=830 ,   - @>AA. ;NA , 1995. - 702 A. >E0=>2 .$. "5>@5B8G5A:85 8 <5B>4>;>38G5A:85 >A=>2K PR-45OB5;L-=>AB8 (A>F8>;>38G5A:89 0A?5:B): >=>3@0D8O. -.:  -E>;48=3 , 2004. -202 A. 0<0@40H28;8 .-:A?5@B=0O >F5=:0 M;5<5=B>2 <0@:5B8=3>2KE :><<C-=8:0F89 // !;C610 PR. 2008. ! 4.-A. 18-21 0@:>=8 . PR: ?>;=>5 @C:>2>4AB2>. 5@. A 0=3;. . .5@5=020, ... 5>=>20. -.: 5@H8=0, 2006. -256 A. @;>2 .!. 2545=85 2 :><<C=8:0F8>==K9 <5=546<5=B. -.: 0@40@8:8, 2005. -368 A. A=>2K B5>@88 :><<C=8:0F88/ >4 @54. ?@>D. ..0A8;8:0.-.: 0@40@8:8, 2005. -615 A. !8=O520 .. 01;8: @8;59H5=7 2 :><<5@G5A:>9 45OB5;L=>AB8 / >4 @54. ?@>D. .. 0A8;L520. -.: .", 1998.-287 A. !8=O520 .. !D5@0 PR 2 <0@:5B8=35 / .. !8=O520, .. 0A;>20, .. !8=O52. - .: ." -, 2007.-383 A. !<8B .,M@@8 .,C;D>@4 .><<C=8:0F88 AB@0B538G5A:>3> <0@:5-B8=30. - : .", 2001.-379 A. #>BA>= "., >1; . 5B>4K >F5=:8 45OB5;L=>AB8 PR-?>4@0745;5=8O :><?0=88: ;CGH55 ?@0:B8G5A:>5 @C:>2>4AB2> ?> ?;0=8@>20=8N, 8AA;54>20=8O< 8 >F5=:5 A2O759 A >1I5AB25==>ABLN. 5@. A 0=3;. ... !84>@5=:>. -=5?@>?5B@>2A::  0;0=A 87=5A C:A , 2006. - 272 A. %592C4 . A5 > Public Relations: ?5@ A 0=3;. - .: 01>@0B>@8O 07>2KE =0=89, , 1999.-256 A. /;02O: Thomas, J. S.; Sullivan, U. Y.  HYPERLINK "http://web.ebscohost.com/ehost/viewarticle?data=dGJyMPPp44rp2%2fdV0%2bnjisfk5Ie46bRLt6azT66k63nn5Kx95uXxjL6orUq0pbBIrq6eS7iqtFKxqZ5oy5zyit%2fk8Xnh6ueH7N%2fiVauqtkyurrVQtq6khN%2fk5VXj5KR84LPgjOac8nnls79mpNfsVa%2busUiwrrJIpNztiuvX8lXk6%2bqE8tv2jAAA&hid=16" \o "Managing Marketing Communications with Multichannel Customers." Managing Marketing Communications with Multichannel Customers. Journal of Marketing, Oct2005, Vol. 69 Issue 4, p239-251. Calder, B. J.; Malthouse, E. C.  HYPERLINK "http://web.ebscohost.com/ehost/viewarticle?data=dGJyMPPp44rp2%2fdV0%2bnjisfk5Ie46bRLt6azT66k63nn5Kx95uXxjL6orUq0pbBIrq6eS7iqtFKxqZ5oy5zyit%2fk8Xnh6ueH7N%2fiVauqtkyurrVQtq6khN%2fk5VXj5KR84LPgjOac8nnls79mpNfsVbCmslC0rLBNpNztiuvX8lXk6%2bqE8tv2jAAA&hid=16" \o "Managing Media and Advertising Change with Integrated Marketing." Managing Media and Advertising Change with Integrated Marketing. Journal of Advertising Research, Dec 2005, Vol. 45 Issue 4, p356-361. McGrath, J. M.  HYPERLINK "http://web.ebscohost.com/ehost/viewarticle?data=dGJyMPPp44rp2%2fdV0%2bnjisfk5Ie46bRLt6azT66k63nn5Kx95uXxjL6orUq0pbBIrq6eS7iqtFKxqZ5oy5zyit%2fk8Xnh6ueH7N%2fiVauqtkyurrVQtq6khN%2fk5VXj5KR84LPgjOac8nnls79mpNfsVa%2bvskixqLZIpNztiuvX8lXk6%2bqE8tv2jAAA&hid=16" \o "IMC AT A CROSSROADS: A THEORETICAL REVIEW AND A CONCEPTUAL FRAMEWORK FOR TESTING." IMC at a Crossroads: a Theoretical Review and a Conceptual Framework For Testing. Marketing Management Journal, Fall 2005, Vol. 15 Issue 2, p55-66. Peltier, J.; Schibrowsky, J. A.; Schultz, D. E.; Zahay, D.  HYPERLINK "http://web.ebscohost.com/ehost/viewarticle?data=dGJyMPPp44rp2%2fdV0%2bnjisfk5Ie46bRLt6azT66k63nn5Kx95uXxjL6orUq0pbBIrq6eS7iqtFKxqZ5oy5zyit%2fk8Xnh6ueH7N%2fiVauqtkyurrVQtq6khN%2fk5VXj5KR84LPgjOac8nnls79mpNfsVbCotkmuq7BKpNztiuvX8lXk6%2bqE8tv2jAAA&hid=16" \o "Interactive IMC: The Relational-Transactional Continuum and the Synergistic Use of Customer Data." Interactive IMC: The Relational-Transactional Continuum and the Synergistic Use of Customer Data. Journal of Advertising Research, Jun2006, Vol. 46 Issue 2, p146-159. Lee, D. H.; Park, C. W.  HYPERLINK "http://web.ebscohost.com/ehost/viewarticle?data=dGJyMPPp44rp2%2fdV0%2bnjisfk5Ie46bRLt6azT66k63nn5Kx95uXxjL6orUq0pbBIrq6eS7iqtFKxqZ5oy5zyit%2fk8Xnh6ueH7N%2fiVauqtkyurrVQtq6khN%2fk5VXj5KR84LPgjOac8nnls79mpNfsVbCst0%2b0r7JIpNztiuvX8lXk6%2bqE8tv2jAAA&hid=16" \o "Conceptualization and Measurement of Multidimensionality of Integrated Marketing Communications." 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