You are on page 1of 26

-

- -

....................................................................................... 2

1. .............................................................4

2. .......................................................5
2.1. ..........................5
2.2. 6

3. ................................................................9
3.1. ................................................9
3.2. ..........................................15
3.3. ......................................19
3.4. .........................................22

4. .........................................................................24

..........................................................................25


, .
.

.

.

XX .

.

.
, (
Kolynos , Dove , Fa , BMW )
, , , , , ,
.

.
,
.


- market 'ing " " ". ",
". " . .

,
.
,
.

.

2
XX .
Peter Drucker
Mitsui .

XIX

: , ,
, , .

,
,
.

.
. 1


. 2

-
. .

.


.
.

. ()

.

1
. , . , , , 2011, . 30.
2
PKI Practices and Policy Framework Draft , ANSI X9.79 standard
3
1.

, ,
,
.

:
,, ,
,
stejkholderima.

.

.

, .

.
.

4
2.


( )
(, , )
.
.
,
,
.

.
, ,
-
.
,
.
,
, .
.

2.1.

/
.
,
, ,

.
.
,
.

5
.
, ,
.

80 - .
, , .
, ,
.
.
.
,
, .

.
,
.



.
: ,
, , .

2.2.

. ,
:

: ,
;

:
,
;

6
: ,
, ;

:
,
,
;

: ,
.
;

:
, .

""
4 :

(
, , );

(
, , ,
,
.);

""
( );


. :
,
.

, , :

7
,


: ,
, .

8
3.

3.1.


. Peter Drucker.
.
, , , ,
, , ,
. 3
, ,
, .
,
, , .
,
.

, -
.
,
.
,
(. ). , ,
, .

.
.

,
. ,
.

3
R.M.S. Wilson C. Gilligan, Strategic Marketing Management, Planning, Implementation And Control, 3 edition.
Oxford, 2005.
9

- .
,
, , , .
,
. ,
.


(, , , .).

.
. ,
. ,
. ,
,
.

10
.

:
, (
), (
), ( ).

.
, .
,
,
. ,
, , , .
,
, .

.
.
,
.
.


.
Michelin Tyre Company ,
,
.
.

,
. ,
.
.

11

. :

-
.

,
:

,
.

. ,
. ,
, .
.

,
.

. ,
12
.
. - .

.
. .
.
,
, . "

.
. ,
.
,
.
.

.
,
.
. .
. ,

, .
.


. Apple
Samsung-a
,
. ,
.

13
,
.

,
. , Sony Beta-Max

Matsushita-in VHS , ,
Sony . Sony
BlueRay DVD Beta-Max
Sony ,
HD-DVD .

14
. . RC Cola ,
. Coca Cola Pepsi Cola
.
, ,
.

,
;

- ;

- , .

3.2.

,

. .
.
(
), ( ).

.
, .
.

.
15

.

,
.
, ?

. :

,
, .
,
.
,
,
.


.
,
.

()

.
.

16
.
.

.

: .
, ,
.
,
.

.
,
.


.
, ,
,
.

,
.
.

(y): -
?

: ,

?

()
.

17


.

.
.


,
.
. ,
, ,
. ,
.
.

18
3.3.

,
.
.
.
, , ,
.

.
.

.
,
. ,
.
.
, , ,
.

.
,
.
. ,
,
, .
, .

.

, ,
.
,

19

.


, .
-
, , .
, ,
. .
.
, .
.
. ,
.

( )
, .
.

-
;

- ,

: , ,
;

-
,
;




.
20
:

-



.



,
.

-
.

.

-

.

, ;

, ;

,

.


.
.

21
3.4.


, . ,
.
,
.
,
.

.
, .

.


, ,
, .
,
.

22
,
.

: , ,
. ,
.
.
.

,
:

-,


.
.

.

23
4.


(
) (,
, ) .

.
, ,

.
.

,
,
- .

,
.


,
, .
.

24

(1) . , et. al. , - Vol.


6, Ref. E-I-12, p. 311-315, 2007.

(2) . , . , - , , 1999.

(3) . , . , , , 2011.

(4) PKI Practices and Policy Framework Draft , ANSI X9.79 standard

(5) R.M.S. Wilson C. Gilligan, Strategic Marketing Management, Planning,


Implementation And Control, 3 edition. Oxford, 2005.

25