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25. 25. 1963 (Kenneth R. Andrews) SWOT - Strengths, Weaknesses, Opportunities, Threats, : Strengths ( ) ; Weaknesses ( ) , ; Opportunities () , ; Threats () , . , .
26. 26. : 1. - 2. - : 1. - 2. - : 1. - 2. - : 1. - 2. - , , .
27. 27. . SWOT-, , (. 1998. 7) () , () ()
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38. 38. Product Place Price Promotion Customer solution Convenience Customer cost Communication 4P 4C
39. 39. (Research), (STrategic Planning), (4P), (Implementation) (Control). []
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43. 43. / / / /
44. 44. (Network) , . RM , .
45. 45. Kristian Mller, Aino Halinen. Relationship Marketing Theory: Its Roots and Directions.Journal of Marketing Management 2000, 16, 29-54. RM 2
46. 46. Traditional (Transaction) Marketing Management (TM) Markets-based buyer-seller transactions Markets Market-based RM Networks Networks-based RM
47. 47. Markets (Buyer Seller) Market-based RM Customer relationships Traditional (Transaction) Marketing Management (TTM) Buyer Seller relations 4 - 4 Networks Networks-based RM Partners relationships Markets Networks Base relationships of RM Consumer relationships: Market perspectives Inter organizational relationships: Network/Systemic perspective Base relationships of RM Consumer relationships: Market perspectives Inter organizational relationships: Network/Systemic perspective