url: =Теория оценки эффективности маркетинговых коммуникаций\nReferat.me / Маркетинг / Теория оценки эффективности маркетинговых коммуникаций\nНазвание: Теория оценки эффективности маркетинговых коммуникаций\nСкачать файл: referat.me-214319.pdf\nКраткое описание работы: K:GDLI?L?J;MJ=KDBCWDHGHFBDB=HKM>:JKL<?GGUCB NBG:GKH< MGB<?JKBL?L Lblh:;:e_dk__::Eb[_jh:; L_hjbyfZjd_lbg]huohp_gdbwnn_dlbghklbdhffmgbdZpbc\nK:GDLI?L?J;MJ=KDBCWDHGHFBDB=HKM>:JKL<?GGUCB NBG:GKH< MGB<?JKBL?L\nLblhghklbfZjd_lbg]huo:;:e_dk__:dhffmgbdZpbc:Eb[_jh:KI[;L_hjbyKIMWNhp_gdbwnn_ k dlb\nGZklhys__h ij_^ijbgbfZl_evkl_p_gdb bd nhjfbjhZgbx fhgblhjbg]Zijhp_kkZgZmqgh_ba^Zgb_hij_^_e_gub wdhghfbq_kdbo< kbkl_fZkibjZglZfdhffmgbdZpbhggh]hjZ[hl_f_lh^heh]bb ihkys_ghbamq_gby fZjd_lbg]huojZkdjulukbkl_fubiZjZf_ljhkbkl_fguofZjd_lbg]hh]h ij_ihjZkkfhlj_gbxf_lh^bq_kdhchkghgu_^ZZl_eyfijhp_kkZ dhffmgbdZpbchkghhp_gdbhijhkhdhffmg gZmqgu_ukrboJZ[hlZl_hjbbj_Zebgl_bb\n: ,6%1 [_ah[tye\nK <dEbl_jZlmjZhffmgbdZpbhgguo_^_gb_h^_j`Zgb_ 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Zg]eBGBHGdhffmgbdZpbbk_fZglbdbBj_dhf_g^ZpbbRbkke_^hJ:GFkhpbZevghGZmrbIjh]j_kkj_deZfuDb_ZjgbcFFGZ\nG:Lj_deZfuIhq_iphMevyghZh[ahj ghZIh^/DYLGJHDQG6WHLQHU$0RGHOIRU3UHGLFWLYH0HDVXUHPHQWVRI$Hkghuj_^Bj_de<EZGb]ffbklhAj_deZfuNZlomeebgZ=Z=lmeebgZ Khxa\nMq_[gh_ ihabpbhgbjhZgby:;Z]be_dk__Zjd_lbg]hu_Baj_^ _h ihkh[b_=: KIMWbNe_dk__Z E:::e_dk__=bkke_^hZgbyKI[ mk_Z:bgghZpbhgghf:Ba^: HKI[: <hFZjd_lbg]hu_;jwg^bg]KI[=MWNBa^ jugdZh i_jbh^_KI[=MWNmkem] b fZjd_lbg]hu_hkghuMq_[gh_ GZmqgZylhZjgh]hihkh[b_ jZ[hlZ k_lbE\nOLVKLQJ%UL Ih^6/DSKDP7RP%XVLQHVVPDUNHWLQJUHIHUHQFHPDQXDO,6$$&3XF KHWK0RGHOVRI%XHU%HKDYLRU8QLYHUVLWRI,OOLQRLVDW8UEDQD VWRO&RQQHFWLFXW\nKI[Fijbylbc:FZeucmg=hj_g[mj]hl wdhghfbdbKI[DZn[bag_kBa^fZjd_lbg]Zb bgnjZkljmdlmjZ?hb nbgZgkh<KI[=MWNBqmd DZn:;DZnwdhgDjmlbdMq_[wdhghfbdbdb[_jg_lbdbGZmqihkh[b_j_^b ieZgbjb::;wdhg;DjmlbdLblhij_fZl^\nSOHV1HZ<RUN+DUSHU 5RZ0&RPSXWHU0HGLXP(QYLURQPHQW&RQFHSWLRQDO)RXQGDWLRQ-RXUQDORIDUNHWLQJYRO1'RQQD/+RIIPDQ7RPDV'1RYDF0DUNHWLQJ +SHUPHGLD'UXFNHU3),QQRYDWLRQDQG(QWUHSUHQHXUVKLS3UDFWLFHDQG3ULQFL\nТеория маркетинга на службе у PR\n1999-06-08 Теория маркетинга на службе у PR Ю.Г. Зенкина Теория маркетинга на службе у PR С точки зрения маркетолога, каждый проект, тем более в сфере общественных коммуникаций, должен иметь под собой маркетинговую основу. Более того, маркетинг может быть ключевой составляющей продвижения практически любого политика, что позволит максимизировать вероятность успеха.\nВАРИАНТ №17 Задание 1 Тема “Коммуникационная политика” 1. Сущность коммуникационной политики. 2. Факторы, оказывающие влияние на выбор структуры комплекса маркетинга на предприятии.\nИсследование маркетинговых коммуникаций\nВведение Теория маркетинга как реакция на обострение реализации товаров зародилась в США на рубеже XIX и XX вв. и в начале XXв. Выделилась в обособленную специальную дисциплину. Ошибочность первоначальной трактовки маркетинга как теории сбыта и рекламы выявил кризис 1929 – 1933 гг., после которого взгляд на маркетинг изменился и приобрел более широкий и комплексный характер.\nСущность и принципы использования коммуникаций. Роль маркетинговой информации в процессе принятия и реализации управленческих решений. Система маркетинговых коммуникаций. Основные элементы процесса коммуникации: источник, сообщение, канал, получатель.\nСоставление анкеты для сбора информации по проблеме определения уровня освещенности темы "Проблемы коммуникаций в PR", а также современное состояние PR отрасли в России на страницах журнала "Паблик рилейшнз в России". Итоговые данные контент-анализа.\nСредства воздействия, используемые предприятием для информирования, убеждения, поощрения. Реклама, взаимодействие с обществом (связь с общественностью, PR), стимулирование сбыта, личная продажа. Анализ и определение коммуникативной эффективности рекламы.\nПозиционирование товара, понятие, значение\nПозиционирование – это разработка такого имиджа (или марки) товара, который создавал бы ему определенную позицию среди конкурирующих товаров, обеспечивал бы товару в сознании и иерархии ценностей потенциального покупателя своеобразное место (нишу), отличающееся от положения товаров-конкурентов.