Маркетинг: большой толковый словарь Александра Панкрухина (200,00 руб.)

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 339.138  65.291.3 25 : .. , .. , .. , .. , .. , .. , . , .. , .. , .. , .. , .. , .. , .. , .. , .. , .. , .. , .. , .. , .. , .. , .. , .. , .. , .. , .. , .. , .. . : ... .. , ... .. . 25  :      / [ ] ; [ . . .. , .. , .. , .. , .. ] ;  « ». – 3- ., . –  : -  «  °», 2022. – 520, [4] . ISBN 978-5-394-04814-2.        ,       ,      ,   ,        . ,          ,     ,     ,            ,       .             (       ),          ,    ,   , , ,       ,    .           .     ,     ,  , , , ,    ,   ,   .    ,             , –   ,       , .              – , ,    .      .         2018–2020 .    ..  (. : -, 2007)        . ISBN 978-5-394-04814-2 ©  « », 2022,   2

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     .................................................................... 8 ,      2010     «  » ......... 11  ........................................................................................................ 20  ................................................................................................... 23 - ................................................................................................... 24  ................................................................................................. 25   ........................................................................................ 29  ................................................................................................... 32  ........................................................................................................... 35  ................................................................................................. 38  ....................................................................................................... 43  /  .......................................................................................... 45  ....................................................................................................... 51   ......................................................................................... 58 - .................................................................................. 60 - ........................................................................................... 62   ............................................................................................ 65  ............................................................................................................... 67  ................................................................................ 70   .......................................................................................... 72   ................................................................................... 75    ............................................................................. 83  ......................................................................................................... 89  ........................................................................................................... 91   ...................................................................................... 94 - .......................................................................................... 97  ...................................................................................................... 97   ................................................................................. 101   ............................................................ 104 3

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  ................................................................................ 107 - .................................................................................. 111   ................................................................... 114   ........................................................................ 119   .............................................................................. 124 «»   ................................................................... 128    ...................................................................... 130   ..................................................................................... 132 ................................................................................................. 137   ................................................................ 139   ................................................................ 141   .................................................................. 145   ...................................................................... 148   ................................................................................ 151 - ...................................................................... 156   ......................................................................................... 158  ................................................................................................... 160   .......................................................................................... 163  «  » ............................................................. 166  FMCG ...................................................................................... 172  HoReCa .................................................................................... 175   ............................................................................ 177   ................................................................................. 181     ............................................. 184   ......................................................................................... 187   .................................................................... 189   ............................................................................... 192   ............................................................................ 196   ................................................................................ 198   ..................................................................... 201   ........................................................................ 205   ..................................................................... 209   ............................................................................ 213   .......................................................................... 215   /   ............................................ 217 4

Стр.4

  ..................................................................................... 220   ................................................................................... 224   ....................................................................... 229   /   ......................... 233   ................................................................................. 237   ........................................................................................ 238    ............................................................... 243  .................................................................... 245    .................................. 247  :   .................................. 249   ............................................................................. 254  ,  ....................................................... 257  « /  »,   « » (BG) .......................................... 261  .................................................................................. 267   .............................................................. 269   ..................................................................... 276 :     .............. 278  ...................................................................................................... 280  ......................................................................................... 285  ...................................................................................................... 291   ................................................................................. 293  ....................................................................................... 297   .............................................................................................. 302   ........................................................................................ 305  ........................................................................... 310  .................................................................................... 316   ................................................................................. 318  .................................................................................................. 320  .................................................................................................. 323  ............................................................................................... 325   ....................................................................... 328    ...................................................... 331   ............................................................................. 334 - .................................................................................... 341 5

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  .................................................................................... 342  .............................................................................................. 345  ........................................................................................... 348  ................................................................................................. 353  ....................................................................................................... 355    ............................................................................ 359  ..................................................................................................... 363   ................................................................................... 365    ............................................................. 368  ............................................................................ 375    ................................................. 380  ......................................................................................................... 383   ............................................................................................. 386    () ........................................................ 388   ( ) ..................................... 388  ............................................................................................... 391   ................................................................................. 395   ............................................................................................... 399   ......................................................................... 403  .................................................................................................... 408  .................................................................................................... 410 - ........................................................................................... 413  ........................................................................................... 415  ............................................................................................... 418   ()     /    EQ .. 419   ............................................................................................ 423 - ........................................................................................ 426    ............................................... 429   ................................................................................. 431    ......................................................... 433 - .................................................................................................... 436 - ................................................................................................... 440   ................................................................ 442   ..................................................................................... 444 6

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 ............................................................................................................ 446   (     ) ...................................................... 450   ............................................................................................ 453  ............................................................................................ 456   (EQ) .............................................................. 460 - ................................................................................................ 465 Ad Hoc  Ad Hoc  ............................................................ 469 AIDA ........................................................................................................... 471 BTL ............................................................................................................. 475 CAPI ............................................................................................................ 478 CATI ............................................................................................................ 481 CAWI .......................................................................................................... 484 CLV ............................................................................................................. 487 CRM,     ....................... 490 Investor relations, IR ................................................................................... 497 Media relations (MR) .................................................................................. 500 Mystery Shopping ....................................................................................... 504 PEST-  STEP- ................................................................. 506 POS- .......................................................................................... 508 SPSS ............................................................................................................ 512 SWOT- ............................................................................................. 515 XYZ- ................................................................................................ 517 7

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