.....................................................................................5 I. ......................................................................7 1.1. ..........................................................7 1.2. ........................................12 1.3. .................15 II. .............................................29 2.1. ..................................................29 2.2. ...........................................................................33 2.3. .......................................................................41 2.4. ...........43 2.5. ...........................................................................46 III. .................................................................................49 3.1. .................50 3.2. .......................52 3.3. .............................................................................................56 V. 73 4.1. ......................................73 4.2. ............................................78 4.3. ................................................80 4.4. ............84 V. ....................................................................89 5. 1. .........................89 .................................................90 ..............................................92 ...............................................92 ...................93 3 ....................................................................94 5.2. .......................100 5.3. ..................103 ...............103 .............107 V. ...............................................................................................109 6.1. .............................................109 6.2. .......................................................................117 6.3. ...........118 6.4. .......................................124 6.5. ..............127 V. ...........................132 7.1. ......................................................132 7.2. ........................134 7.3. ......................135 ............................................136 ....................160 V. ....................................162 8.1. ..............................................162 8.2. .........................................163 8.3. .......................................................174 8.4. ....................................................176 ........177 ......................................181 . ...............................................................................................186 9.2. ....................................................193 ..................................................................193 .......................................................................194 ...................................................................196 49.3. ...........................................................................................201 . .........................205 10.1. .............................205 10.2. ...........209 10.3. ........................................................................215 10.4. ........219 10.5. ....................................................223 I. ......................233 11.1. ....................................................233 11.2. .........236 11.3. ...240 11.4. ...........................................................................244 II. - ......................................................253 12.1. ...........................................................................................253 12.2. ............................255 12.3. ................................259 12.4. ...............................................................261 ..................................................272 , ..273 ..............................274 5 . , . . , -., , . , , , , .. , . , . . , , . ,, 6. , , . , - , . , ,. , . : ,,,V,V,V, V, V, , - . . 7 I. . 1.1. . ,-,, . ,() : 1. ; 2. - .. ,..( ).- .- - , ., () . ,, . - , . - . 8. . ( ), .. , , . . , 1. -, . . ,.- . ,, ., . ,- . . , , ., ., ,, 9,. , . , . . . () , . 1., , , ; 2. - . 3., , , . . : , ; ;, 2., , . , , , ;; . . ,, 10 . . , . , , , -, .. ., , - . , , ,. , . . , ,, 3. , . , , . , . ,, () . , , . 11-, 4. , , . ,, () . . - . , . . , , . ;, ; 5. : - ; - ; - ; - . 12, .1.2. - . ,. (informatio), . . , -. , 6 , 7. , .. . , , -. . , . ,., . , , ...- . 8. ,, 13, 01., . - . , , . . . , ,,. , . , , . . 1980.9. ,, . , . , , ., , .,, , , . , . 14, . ,, . , ; ,..; ; 10. , . , , . . . .. ,. , , . -. , , . , , 11. , , . , ., , . , ., , . , , 15.- , , 12. ,, ., ., , .- , . .,, ,- , , ., , . . , , . ,, . , . , -. 1.3. , . 16 . . , . , . , -., 1879. N.W.Ayer&Son, Nicolas Shepard Company ( ), . . 13. 40- 14. . . , . . , 90- . -, -,- . ,. 17. , - . , . , . , . , . , . , . ., , , , . - , . . , -, , . , . , 18 : (-, ) . . . ) ) . .90- . ., () ,, ,,, , . , 15. . ,- ., , . -. , . . . , . , 19 . . . ., . , , , . , ,. . . , - , ,- .. , , (),. , 16. 17. -. ; -. ,- ( ) ; -; , ; 20 -;, ,. , . , ,.; ,, ; ,. , , . . , . ., -, . ,, , . ,, . , . , , ,,.. . 21 , . , . . . , , , .. , , ., ,, . . , . ., , , , ., . , ,, ,, , . - ,., 22, . . .-- . -, . . 70-80- . . . 18.- ,, , .-,.. , .: ,, ,,, .19 , -. ,, (.. ) . ,, 23,/ . , , - . , - , .. , 20. ., ,-21: I. . : 1. ; 2. . . : 1. ; 2. ; 3. ; 4. . II. , . . : 1. ; 2. ; 3. - (); 4. ; 5. ; 6. . . : 1. ; 2. ; 3. . 24 , .- . , , . . .. (Decision Support Systems-DSS). (), . , . , ,-. ., , , . , . , . , . . , . ,, . , 25 . . - ., : , 22. , , . , .-. . , . 23. ,, . ,. . , . , . ,,, , , 24. , , 26 25. , , . ,,, .. , ., , . . . ,-, . . , (, , , ), .. .. . , . . - ,, . , , .. - ,. .- 27 , . ,- . . ., .,,- . , . . , , . ., . . , . . . ,- , . , .-, . , ., 28,- . , . . . : 1. ? 2. ? 3. ? 4. ? 5. ? 29 II. , . . . , ,. ,, (,.), .,, . , . 2.1. . . - . , - . , , ., , . , 30. , . . , . , ,- .., , , ,,, () . - . (Institute for Policy Studies - Center for CivilSocietyStudies). - (Comparative Nonprofit Sector ProjectCNP). 26. 2005 . , , -,, ,.. , ,, ,,, ,.. ,, 27. : -,.. ; 31-,.. ; - ( ) , / ; -,.. ; - , .. ( ) . . , , ,. ,, . - . .. , ,. . . , , 28. - 32(ThirdWay), (NewMiddle), :, . , , , , . , -. CIRIEC29 ., : 1.( ) ( ); 2. ; 3. ; 4. . , , , , , ,, .. , . 33 -.- 30. 2.2. , , , , ,, . ,,., , , . , ., . , , , ,.. , , . - . 50- 31., , . . , . , , . , 34, . . , . , , , . , , . . , . , ., . , ,, . . ,.,, ,,,,.. (networks), , . . ( )32., () 35,. , . , , , . . , -, . ,, . - ,, . . , ,, ., , ,, .. - , , , ., , . . 36 . ; ; . , .- , . , . -, , -,,,- , . ,: . . , ,. ,, , , , , . , . . ,. , , . ,, . 37, . . - . , .,, . ,. ., ,,, . , . . , . .. (supply chain). , - . ( ) , , . , . -. -, . 38 33. .-, -,, ,, ., . . . ,. , , . 34. , .. (industrial district)35. ,. . . ,, . . . ,. ,, ,. - -., 39. . . , , .-, ,. ,, ,-, . - . -, . , . 36. (networks). . . , . , . ,, . ., 40,. . , , .. , , (social networks). , . ., , . , ,, . , . ., . . , , ,. ,.,, , ,. ,- , .. . ., - ., , 41 , . , .,, . - . . 2.3. , . , . - . ,, . ., ,, , . 37. , . () , (, ) . 42.- . -. . , . -, , ., , . . , . ,, . , , . . , -, . ,, , 38. 39. ... , , . / (governmentfailure/marketfailuretheory) (non-profit organizations)40. 43, ,. - . . ,, , . . -. . . . 2.4. (ThirdSystem) (SocialEconomy). , , . . 1997. ThirdSystemand Employment(). (TheCommission'sDirectorate-General"EmploymentandSocialAffairs")81 , . 2001 ., 29 30 , 44(CommissionParliamentJointSeminarof29-30.June2001). . (), ., , , , . . (stakeholder economy).,, . (,). (stakeholder), . , , /, . , . ,, , , .. , . (cardinalstakeholdergroup),.., . , , 41. 45 (), . , . . , ( ), - ,--, -, .. .. , , . - .- (best value for stakeholders). , . , . , . , - , . ,,., , . , . . 46. ( ),, . , . . - . ,,- . ,..,. .., ; ; ..( ),, () . 2.5. ,, .,, , .- , ., ,, . . 47, . .() () , .. (member-based organizations)-,,,- (, , .) , . - - . , , - . , , ., ,, , . , , . -, , (member-basedorganizations)-, ,., , ,(). 48 , , . - . ,. . ,. . , . .,, . .,. , . . : 1. ? 2. ? 3. ? 4. ? 5. ? 49 III. , ., , . ,, . , ... 42. ,, . . , . . . . ., , , , . 503.1. : . , , , . . . . . ,, - . . . , ,. , . . ,, , . , . . , , . , ,, .. . . , , , . 51 - ,, 1014.. , ., , . ,. . () , . . , ., () . . , -(), ., .. , (),--. ... . , . , , . . , . . 52, . . ., . ,, . . . 3.2. , . , (, ). . , . . . ., . 43. : 531. : 2. , , , ( ). : 1., ; 2., , ; 3., . ,, . , ., , . . , . , . , . , . 44., , 45. , 54,, . , , . .. , . , . 1962. 46. ,, , . 1974...PrivacyAct( )47. ,, ..,, , 48. , . ( ), . ,- :; ;, 55; , ; ; ; . .. : 1. ; 2. . . , , . , . . . , . . ,, . . 56, . 3.3. .- , , ., : 1. ; 2. ; 3. . . , ., , , , .. ,, . . .., , , , . , . . - (,,), , , , .. , , . 57. - . , , . 49., . ,,, . . , , , . , .( ). . : . . .- . : 58 3.1. : - .1234 0.1515 000 2 000 -1 000 -4 000 0.3025 000 10 000 7 000 4 000 0.4535 000 10 000 15 000 12 000 0.1045 000 10 000 15 000 20 000 5 000 8 800 10 200 8 000 750 3 300 8 700 8 000 5000 . , 3000 . , (.. ). . ., ().., ,. . 5000 ., , , 3000 . 7000 . , ( ) . , 10000.. , 3000 . .7000 .,. , .. 59. ., , . - . .. .() , , 50. ., . : ( ) ( ) ( )( ) 10200 10 . 0 1500045 . 0 15000 30 . 0 7000 15 . 0 1000= ++ + + (0,10) 15000, . .. 4 . . - . . . ,.., . () : 1.( ) 750 15 . 0 5000 = 2.( ) ( ) 3300 30 . 0 10000 15 . 0 2000 = + 3.( ) ( ) ( ) = + + 45 . 0 15000 30 . 0 7000 15 . 0 10008700 = 604.( ) ( ) ( ) + + + 45 . 0 12000 30 . 0 4000 15 . 0 4000( ) 8000 10 . 0 20000 = + , . , . . ., , . - . . , .- . .- . , , . . . () , . : , , .. ? , 61. , . (). : =( ) ( ) + + 30 . 0 10000 15 . 0 5000( ) ( ) 12500 10 . 0 20000 45 . 0 15000 = + + . () : = : = 12500 . - 8700 . = 3800 . ..3800. . , -, . ( ) , . . ,. , . 51: 1.(). . - . 2.()., , 62. . 3.(). ,. . 4. () . . , . , .,- - (,.) . (). - ( ) . . . . () , . . . ., , .3000. 63,. , .0. ,, . .,, 30%,70%. , 70000.,20000. . 3.1. , , 18 000 . , 70000. -3000 . 0 . 0.3 70000 . ( 18000 .) 0.7 -20000 .( -17000 .) 0.3 70000 . ( 21000 .) 0.7 -20000 . ( -14000 .) 643000.( ). .. : 70 000 . 0.3 3 000 . = 18 000 . , , . , . . , , . , . . , , .20% , 70%, : ... = 0.20 0.70 = 0.14,, , 14%. ,, , . 52. 10 3. . 65 4 ? -.,, . . ( ) = (0.7)(0.7)(0.3)(0.3) = 0.0441 ( ) = (0.7)(0.3)(0.3)(0.7) = 0.0441 ( ) = (0.3)(0.3)(0.7)(0.7) = 0.0441 ( ) = (0.7)(0.3)(0.7)(0.3) = 0.0441 ( ) = (0.3)(0.7)(0.3)(0.7) = 0.0441 ( ) = (0.3)(0.7)(0.7)(0.3) = 0.0441 =0.2646 26,46% . : ( )( )() B PB A PB A P= / , : ( ) B A P / -,, ; ( ) B A P - , ; () B P- . ., ,80% . 70% . , ., 40% 66. : 3.2. . 70%,, 30%. . 80%, 40%. . ,, : 0.7 0.3 0.8 0.2 0.4 0.6 67( ) ( )( ) 56 . 0 8 . 0 7 . 0 = = B A P . 80% 40% - . : () ( )( ) ( )( ) 68 . 0 4 . 0 3 . 0 8 . 0 7 . 0 = + = B P, , , : ( )( )()824 . 068 . 056 . 0/ = ==B PB A PB A P , . . - , . , , . . (), ,,, ,.., . . , . , ,,. , , .- 68, , . , . . ( ) ( ).-- ,-. , , . . ,, , ,53.,-,, ,. , . . ,,( ) 54: 1 . , . 2. (). , . . 3..,, ,, . 694.. . 5.. (), . , . 6.., . . , (), . , . , , , .. ., , ., , . , , , . -, . - , ,,, . 70,. , ... 55. (20 ), ( )., : 1. . 2.. . , . . 3.. . . ,.. ., ,. ,, . , . 4. . . . , , , . 5. .( ), , . (, ),. , 71,, -. ( ). . , , .. . 6.. ,, ,, . . : - - 2 ; - 2 ; - 1 ; - 2 .. , , , , 7.(). , (,,, ..), , . - , . , . , ,, . 72 : 1. ? 2. ? 3. ? 4. ? 5. ? 73 V. , ., . ., , . , . 56. , , . , . , 57. ,- , ( ) . , . 4.1. , ,- ., . , .58- 74 , ,-. . 59. , , , . . . , . ., . :, , (case study). - . ,, . , ., , , , .. , ,. , , : , 75-. , . , .,, . , . , . - ., . ,- . , . (, ), . . ., (- 5 12 ),. , . (), , . . - . . 76 60: -, ; -, ; - ; - . . .(5-8 ), ., (12) . , . . , . - , , , (,,..). , . , ,, . . . . 77 . . , . (case-study) 61. . . 62. ,- , . . , ,. . ,, . , . : -, , ; -, ; -, . . . , 78,- , . 4.2. , . : - ; -, , (, - ); - , . . ., , . ,,, . , ,. . . ,,,, . . 63: 79 3.1. : - . ( ): - ; --. . . , .. . , . , . , ( ).... ( ), . ., ., . , , .. . , . , ,, 80, . . ,, , .. ,. ,, . -, , . 4.3. -, . ..., . ,. - , . , . , , . ., , .,, ,-.,, ,, 81, 64. . , .- , 65:, . , , +20 -100. , --,. () ,() (, ). ,,-, . , -, , , .. , ,, ., , - , ,-66. , -. , ., 82 , . . . ,. , . , . , - , -, ., (, ..) . 2007.7% 2006., . ,- () . ,, - ? -, . ,, . ,. ,, 83, ,. . , .. . , . , , 67. . , , . , , , , . . . , . () (). - . . ,, . 84- . 4.4. 60- . ,, . , , . , 68. ,- . . , ., . , ,. ,, , ,, .. , , . -, . . 85, . , , . , . ,- .,, , , ,, ,-. , . . . , . , .. . . - , --- ., , . . - .. .,, . 86 . .. . . . , . , . , . , .. (STM-simulatedtestmarket). -. . , . , . , . . ., , . , 87. ., , . . ,, .. . - . . . . , : . -; . -; . -; . , , ( 88), . : 1. ? 2. ? 3. ? 4. ? 5. ? 89 V. , , . 5. 1. , , . . , ,, , , .. . ( ), , , . , . , . ,, , . 69. 1., . . 902., , . 3., (, ), ( ). . 4., , , . . , , ,, . , . - ,, ., , , . . . , .- .- . 91 , , , . ., :, ,, ,, . , 70: -? . (), , .. - ? , . - ? , , ,. , -. -? . ,,, .., . , . ,, . 92 , , ,. , ,. , . , . - . , -., , ., - , . , . . , . , . . , 93, . . , ,,, . , . , , , .. . , ,.. ,,. , () . ,.. , , . ...?,...?, ...?.., . . , , 94. , (),, . . , ,, -:, ., . ,, , . , , ., ., . , ,, , . . , , , . , 95. . . , : , . , : - / ; - ; - ; - ; - ; - . . - ., , , . ,,.. , .,, ,,,.., . . . . . 96, . ,., ; - ; .. , -, - . . ., ,, . ,( )-,-,,,-. : - ; - ; - ; - . . ,- , . ., ; ; 97.; , ,.. , . . . , . . , , - . , , . . , ., ,. , . . . . . ,, . . .,. . 98, , ,. , , . . , , , . ,,.. . , . , : ; . . - (CRM customer Relationship Management), (ERP Enterpris Resourse Planning) (SCMSupplyChainManagement). , , . ,, ,, ,, .. (,,, ..) (, , ..). 99- , - . . , , , . , ,, . . - ., , ,- , . , - ,,, . - . . -(), , . ,, . ,. , ,, ., 100(-, .) . , . , .- , . . , , . . . , , . - , , - . 5.2. , , ,, . ,.., . . 101: -; ; ;,;. . - . , , , , , . . ,,., ,, . . , -. , . ,. , , . . . . , ., , ., , ,. ,. 102 , . .. AIO(AIOActivities,Interests,Opinions). , , . , . ,, ,- . -. . -, , . - ,,.. . . , ., - ., . . . 103., , , .. , ,. . 5.3. ., . ,(,-, ..). , ,. ( ) , . , ,- - . , - ,.- , , . . 104. , , , ., , . . ., . ,: ,, . () . ... . . (/), . . . , . , , .., . . . , . , 105. . ., .. . , , . , . -, . .. ,,. -, . .,, ,.. . , ,, ,, . - ,. . ,, . , ., ,,. . -, . 106 ,, ,,. ,. . , , .. , , , . ,. ,. ...... .,, , . -. ,, ., . ,. ( ). , . . . () , . . . , ,, 107., ,. , . , . , . :, . - . ,. ;;, , ., , . , ,. , . . ,, . ,- 108, . . . , . , ., , . . , ,. . . , . . : 1. ? 2. ? 3. ? 4. ? 5. ? 109 V. , , . . 6.1. , , . ,.. ,. ,, 71. : 1. ; 2. ; 3. ; 4. ; 5. ; 6. ; 7. ; 8. 17 ; 9. . , . . ,, . 110,() ,., , . . , , . . . , . . . ,,. , ,,72. ,. , . . , 73., ., . . , ., , . . . :? , ?, ,?. 111 , -. , . - , . , , . , , . , , ,. , . ,- ,, - 74. , , , . . -, ,..-. . , , -,, . , ,, . . 112,. ,, ,.. , . , , . , . . -. , , , . , . ( ,, , , ..., ..) . . .:....?.: ;;;. : : : : : : . 113 . , , . , , . , ,,, . , , . , . . - ,. ,, . . , . , . . ... , , . ?. : ?. . . , . , ,? ? .-, . 114 ., , . ?., , ,,, ., . ,, , . - , . .. . ,. ,,: ?,:; ;.,, . . , . - -., . ,,, . , . ,, ., . ... 115-, -, . .. ,, . , . ? ,,36!. - ... , ., . , . -- . -. ,-, . . , ., , . . ., . . .,, . 116, ., , . ,, ., , , . , . . . - - -, . -. . , .., , . . 17 . , . -. . , , . . ., . 117,, . , . 6.2. , -. , ,. , . . , . , ,., , ,. , . (),-,. . , . . . , ( ), ,, : 118-, ; - ,, ; -,,, , .. . , , . , : - ; - ; -, ; - ; - , ; - ; - ; . . , , - . 6.3. , , ,, .. , , , .. , 119 , . , , ., , ,, . , 75. . , ,, 76. . , ., ,,1. , . () . ,. ...,-....,-..... ,: ....? - 1; - 2 ; - ( , ) 3 - 4; - 5. - . , 120.., , 1, 2 3 ,. ,, ... , . . 2,6, 3 -, . 2 , 6, 3 . , , . ., . ,, 00 , . , . . ( ) .. , , , . . , , . 121 . . ,,, .. ., , , ,. .,- -- . , -,, ? ., ., , . . . , ., .-, , ,. .-, , . ,-, ., 122 . , . , ,,.. , .-, ,-. , , , .. . ,, 77. . (). . -- , .- . . ., , . . , . , , 123. , . . ,, . , , . , ,. , . . , . , . . 78: 1. . 2., . 3. . 4. . 5., ( , ). 6.. , ( ). , . , 124, .7.( ) . 8.( , ). , , . . 6.4. , . ,,, . . .. (). , . . , . , ,. , , . . () ,. , 125 , , .79 , , .,, . , . , 80. , . , . . GMAT , . . . , . . , , . , - . -. ,, ,, , . 126 , . , .. - -. . , , , . , .. . , . , . . ,, ... ,,. , ,., , ,. , , . , . , . , . , . (). . 127, , . . , .-, , .- ,, . . , , , , . 6.5. ,, . : 1. ; 2. ; 3. ; 4. ; 5. . . , , 128., .. . . , .. ,, , . , . , . . , , . , .- . , ,,, . , 81: 1., , 100%. 2.. , . 3. , . 4. . , . ., 129 , . () ,, .. . , .. , . . . ,, , . . , . - . .,, . , . . 130 6.1.-: - -- - - - - - 1. - - 2. -- 3. , . ( 1, 2, 3, 4 5),. , . ., ,- . : :__:__:__:__:__:__:__: :__:__:__:__:__:__:__: .:__:__:__:__:__:__:__: . 131 ,,.. ,() ., . . , , (. , , , ..). , .. .- . : 1. ? 2. ? 3. ? 4. ? 5. ? 132 V. 7.1. , - , . , . ,.. . () , .., 18 55 . . , . , - . . , . , . , (),. ,(, ),, .. , ,, . 133, . , , . ., , .. , ., - , - . - () , . , , , , .. ,. 1858., +3-5, , . , . - .. ,, .,, . ., ,- . - .,,- 134. , ,. . 7.2. , 82. 1., , , .. . .- , . 2. . . , , . 3., . 4., . . 5.,, , . 6. , , . , . , ,,.. . 1357.3. ,, . . , . ., , () . . ,. , . ,,.. . , . 83: 136 7.1. - - - - - . , -. -, . 84. . ,, ,.-, , . . , . . . ,-. (.. ), . 137 . -, , . (, , / ..). ( ) (, , , ..). , . , .(), . , 1,2,...,n. . () ( ). . . . . , : : pn ,n .p 138 pn ,n : pnnp,= ( ) 6 =pn , ( ) 1,= n . : ... 1666 . 061,= = =pnnp : n n ,. , n n : nn=,,( ) 100 =n,17( ) 17 =n = = =... 1666 . 0 17 . 010017nn : : pnn= lim 139 : ( ) ix X ( )ix X p = : X1x 2x kx p1p2p kp=1ip ix iP , X , - 1 + ix ,( )1 +i ix X P : X1x2x... kxP 1P( )1p2P( )2 1p p +... 1 =kP( )kp p + +...1 : xi X ni i (X = xi): X1x2x kx in1n2n kn n ni = i12 k 1 = i () ix ( 140) iN iW , X - 1 + ix ,( )1 +i ix X W : X1x2x...kxiN 1N( )1n2N( )2 1n n +...kN( )kn n + +...1 iW 1W( )12W( )2 1 +...1 =kW( )2 1... + : ,,, . . , . , ,..20 = n . . ,.,- (1,2,3 ..). 10, 20, 30, 40 50 ., , ip ( ). 141 : X 1020304050 ip0.050.250.40.250.05 iP0.050.300.70.951.00 : X 1020304050 in24842 iN26141820 i0.10.20.40.20.1 iW0.10.30.70.91.0 : , ,, . . , , . . ,,,. : 142 ( ): [ ] X M ix ip k : [ ]== + + + =kii i k kp x p x p x p x X M12 2 1 1... ( ): () ix i k : ( )== + + =kii i k kn xnn x n x n xn12 2 1 11...1 , nnii = , ==kii ix1 : [ ] X D ix [ ] X M ip k : [ ] [ ] ( ) [ ] [ ] ( ) + = =1212p X M x X M X M X D[ ] ( ) [ ] ( ) = + + +i kp X M x p X M x2222...[ ] ( )= =kii ip X M x12 143 : 2 ix i k : ( ) ( ) [ ]= + + =k kn x n xn21212...1 ( )= =kii in xn121 , nnii = , ( )ikiix = =12 2 , 2 ,, - . 30 1 . 0 50 2 . 0 40 4 . 0 30 2 . 0 20 1 . 0 101= + + + + == ==kii ix , 30 . . 144( )( ) ( ) ( ) + + = == = ==2 . 0 30 20 1 . 0 30 102 251212 2iiiikiixx ( ) ( ) ( ) 120 1 . 0 30 50 2 . 0 30 40 4 . 0 30 302 2 2= + + + 120 . . 95 . 10 1202= = = 10.95. . ,, ,.., . , (0 1). . 00 = x q 0 , 11 = x p q = 11 . , , : p p q x x xkii i= + = + = ==1 01 1 0 01 . , 0-1, ( ) 11 = x . , : 145( ) ( ) ( ) = + = ==121 02012 2 x x xikii ( ) ( ) ( )0 12 2 2 21 0 == + = + = + =pqq p pq p q q p p p q p , 0 1. 5 . 0 = = q p , 25 . 0 5 . 0 5 . 02= = = pq . . , -- . , 85., ., , . , , ,,, . , S-., : ( )( )2221221=xe x p , 146 2 ., , . : [ ] = X M , . 86: 1. . 2. , . 3. . 4. ( ) 21= EX f ., ( ) EX = . 5. , . 6. , (,/ ,..). :? ,() ., ., . t , . ,, ,. : 147( ) =xt . . 0 = t ,12=t . t . 7. : -68% , 1 ; -95% , 2 ; -99.7% , 3 . . , , . ,. , 20 . 7.2. , , . 148 7.2. (.). () 1200101 2220102 3240201.5 4260201.8 5280202.1 6300202.5 7320303 8340304 9360304.5 10380304.8 11400305.2 12420306 13440305.8 14460306.1 15480405.5 16500406.2 17520409 18540407 19560507.5 20580508 , , . . () , . , ,. : 149==kii in xn11 , ( )= =kii in xn12 21 , , kn n n ...2 1= = , ..1 =in ,

390 = . 133002= . , ,, 2 = n .., (20). ,. . ,, . 7.3. .20 190.., ( = 1) : 2102220 20022 11=+=+=x xx . ., . . , . ., . . 150 . - ( ). 7.3. (.) 1210 2220 3230 4240 5250 6260 7270 8280 9290 10300 11310 12320 13330 14340 15350 16360 17370 18380 19390 20230 21240 22250 23260 24270 25280 26290 27300 28310 29320 15130330 31340 32350 33360 34370 35380 36390 37400 38250 39260 40270 41280 42290 43300 44310 45320 46330 47340 48350 49360 50370 51380 52390 53400 54410 55270 56280 57290 58300 59310 60320 61330 62340 63350 64360 65370 15266380 67390 68400 69410 70420 71290 72300 73310 74320 75330 76340 77350 78360 79370 80380 81390 82400 83410 84420 85430 86310 87320 88330 89340 90350 91360 92370 93380 94390 95400 96410 97420 98430 99440 100330 101340 153102350 103360 104370 105380 106390 107400 108410 109420 110430 111440 112450 113350 114360 115370 116380 117390 118400 119410 120420 121430 122440 123450 124460 125370 126380 127390 128400 129410 130420 131430 132440 133450 134460 135470 136390 137400 154138410 139420 140430 141440 142450 143460 144470 145480 146410 147420 148430 149440 150450 151460 152470 153480 154490 155430 156440 157450 158460 159470 160480 161490 162500 163450 164460 165470 166480 167490 168500 169510 170470 171480 172490 173500 155174510 175520 176490 177500 178510 179520 180530 181510 182520 183530 184540 185530 186540 187550 188550 189650 190570 . (=1), ()210.,.. ( ) 180 210 390 = = x . =95 10 ., =189, , 170 . , .- , . , .. , : 39020570 ... 220 21020...20 2 1=+ + +=+ + +=k k kk . ., , . 156 . , . , . : nx22 = , : 2x - ; 2- ; n- . , -.10% (),.. ., , : 122 =Nn Nnx ,N - . 1 Nn N . -, ., , : 63001 202 202133002 =x. 157 - . . 200.,220.,240.,...,560.580. 390. .7.4. . 7.4. . , . , 21014009 22014109 23024208 24024308 25034407 26034507 27044606 28044706 29054805 30054905 31065004 32065104 33075203 34075303 35085402 36085502 37095601 38095701 39010 158 7.4. 7.3., , , ( ) 7.2. ,.., . . , , , . , . . . ,,.. , . : 1. . 2. . 3. , . . 159,, n , 2 , n x , n2. n . . , . . . , . , , .. . . -, ().., ,95% 96 . 1 x ., , . , () nx= . -: -68,26% x 1 , -95,45% x 2 , 160-99,73% x 3 . ,z , xz .z . , : x xz x z + . : x xz x z x + . , ,, ., . , , . ,,(. 96 . 1 = z )95%, ,. ,, 95%. ., . - . 1 N. ., 1, 2 .. N.20, . ..,, 161. ,, ., ,. , . 87., , ., - . , , ,.., , . , ,, . : 1. ? 2. ? 3. ? 4. ? 5. ? 162 V. . .- . .:, () () . , . - 88. 8.1. , , ,, . . .. .N/n,N ,n. .,,10, 1 10. , 5.,2, () + ,..(). ,, , ,,.., . , . 163. , , , . --, . , () - . - , , ,., , .. 8.2. , ., 89: 1. , ; 2.() . , () . , , . 20 . , .,, . , , . 164 .,5 , 5. :8.1. : (.). () 1200101 2220102 3240201.5 4260201.8 5280202.1 6300202.5 7320303 8340304 9360304.5 10380304.8 : (.). () 11400305.2 12420306 13440305.8 14460306.1 15480405.5 16500406.2 17520409 18540407 19560507.5 20580508 ,, . . ,. 165 .,, . . , 1 10. . , .2 . 8.2. 8.2.: 1300 2310 3320 4330 5340 6350 7360 8370 9380 10390 11310 12320 13330 14340 15350 16360 17370 18380 19390 16620400 21320 22330 23340 24350 25360 26370 27380 28390 29400 30410 31330 32340 33350 34360 35370 36380 37390 38400 39410 40420 41340 42350 43360 44370 45380 46390 47400 48410 49420 50430 51350 52360 53370 54380 55390 16756400 57410 58420 59430 60440 61360 62370 63380 64390 65400 66410 67420 68430 69440 70450 71370 72380 73390 74400 75410 76420 77430 78440 79450 80460 81380 82390 83400 84410 85420 86430 87440 88450 89460 90470 91390 16892400 93410 94420 95430 96440 97450 98460 99470 100480 , 100 ,190, . 10*10=100. , . , (1/10) . ., . .8.3. . , , . (7.4.),, -. 7.4. 210 570 ., 300480. -. 169 8.3. . , . , 30014009 31024108 32034207 33044306 34054405 35064504 36074603 37084702 38094801 39010 , , ., ,- , (3-4%), . , , , . . : x xzs x zs x + : 1., z. 1702., x . 3. , : nssx= , . , x xs . . : . , . , ., 1/3, 0,333.. -. ., , .. 25%, 0,0625(0,25). . . , ,.. . 171, . .-,- ,,, -. , . ., , ., , ., ., . ,, . , . ,- . -, -. , , . , . . 172. . ,, , . . , ,. . , , ,.., . , . . . . , . ., , . , . , . . . . -,-. 173, . 90, () . 91 () . - -,- --, . , 40,400, : ,., 10 . 100,100, 100 100 . , , . ,, -. . - ()- . : ( - ) - . ,., ,. , .. 174, . , ., -, -. . , . . , . , . 8.3. () . , . : 1. . 2. (), . . , () . , . : 175(), . - 92. (), (,,,) . ,-, . , .- , ., - () (. )., -. . , , . , : 1.N (.), . 2.Nn, ., n . , , . . - . (n 176) ,-., 3000- , . (, ),.. ., . , . , . , , . , , . , . ., , . 8.4. - . ,, , , . - . -. - . 177 . . ,, ., , : nx = ,.. ( ), nSSx =, .. ( ). , , , . . . , 20 . . -100 . . 178 . - , . , . 93. ,, . . ,, . ., . ., . - , . ( ). : . 2 .,, 200 4000 . , ., 179-,. (1)nx = , . , 30 . .60., ,,30. , , . . ., , 95%. Z 2. ,, . 95%. , . x 2 ., , . 30.(), (xZ ): 180(3) nZ Z Hx = = n, H Z , , : (4) 222HZn =Z,H , 2 . , 800 ., : 2844 800 .302222= = n ., , (4). , . . ( ), (n) (H). , . . - 95%. , . , . 181, ,, . , . nSSx =, : nSZ S Z Hx = =, , 222SHZn = . ( Z ) : nSZ x S Z xx = , . ,.. . , , . . , , , , 182.% 5 . . ( - ), ., 94.(, 50 / 50 ). . , , , . . . ,.., p : np) 1 ( = . , , . , 183 : pZ H = . p n : ) 1 (22 =HZn . , . p , 5 , 0 = . , . ,-. . . ,.- ,- , .-- () ,. - , , . , . , . .(, )., , . 184,, . ,,, 0,5. ,, ,, . , . , . nx = , : 1 =Nn Nnx , N. 1 Nn N . 5% , . . .- ,. . , , . 185, ,, . III. . , , . : 1. ? 2. ? 3. ? 4. , ? 5. ? 186 . 9.1. - ., , ,- . ,... , ( ),., ,. .- . . ,, . , . ., . , , . , . . -, . , 187. . - ., . , ., , . ., . , , ,, ..,, , . , , . - 9.1. 95. 9.1. : 1. ; 2. . : 1. ; 2. : - ; - . , . -. 188 , . . . , , . ,, . . , , . , ,... . , . .,, . , . , , , .. ,. , ( ), . ,, . , . ,, .. 189. , . , .-,-. -,- . . . . (--), . - -.-- ,- . ,. , . . ,, . - , - . , . , , . (), 190 .,, ,. , , .. . ., , , ,., . , ,. . : ,9000QQ =: 00O- ;

0Q- ;

9Q - . ( , ..),, (), , () . ,, . ,. 191, . . ,,, . , , . ., . ., , . , . - .. () ( )96. ,, . , . ., , -. 192., ., (..), . , , . ,,, . , ,, ., ., , . . , , ,, , .. ,,,. . , ;; ; . , .. 97. . . 193, .,, ,, . , .98 . - . , , , - . , . 9.2. , ., . . . , (). ., . ( , ). ( ) 194. ( ) . , . , . , , . . . ,, -- . , . , , . , . . , , . , . ,-, , . . .99 195 ,. . . , . . , . -. ,, . , , , .. . , , . , , . .- .0,1. ,, . ( ), . . . () , . 196,. , . ( ) . 0 1 ; 2 , 3 , 4 , , 5 , 6 .. . , (). (.. ) (.. ), , . , . ,. , .:() . ( ) ., (). ,, 10% , 8% , 20% ,30% , 30% 2% . . ,, . 197, ,. . -. , . . . () .,, . . . .,-, . , ., . . , . . ,, , .,, , , . ( ) 198, . , . , .- . .,- .,,, , . .- . . , , . ,, , . -, , -., ,- . , , . 199 . ,., . , ,. , . 9.1. , . ,. 100 9.1. :.. ? (.) - (. .) - - 500 . 500 . 4 - 5 10055457525 60 .. 704030655 60 120 .. 251510718 120 .. 50532 . 200 ., -,- . . . , . . ( , - ), , . . . ,,, . . - - -. . , . . 201. , . , , . . . . , . - . . 9.3. . , (). - . , , . , ., ,. ., . ,. 202., . . . . . -. , -. , , . :100 1. () . 2. . 3. : ) ; ) ; ) ; ) . 4. . 5. : ) ; ) ; ) . 6. . 7. : ) ; ) , ..; ) , ; ) . ; ,; ,;. , 203,, ,. , , , . .-. ,, . , . , ,-. , . . , . . -,. , . . . ,, , . , , , , . . .- -,. ,, 204 . . . , . -, - . , - . , ,, . .- . ,-. ,, . ,, . ,, . . : 1. ? 2. ? 3. ? 4.- -? 5. ? 205 . 101 , ,., . ,., , (.), 102. , , . . - (. ), . 10.1. ., 60- , . ,. ,,, , : ? 206 , , :, ,. ,, ,, .103

, , . : ? . 104 :,. ;,. 105,: , (..)- . .- , 106. - ,: (.; ) . 107 , . 207, /. (. 108).: , .. , ., () , . 109. ,. ,- ,. ,, . . , ., , . ,.. . . , : 208, . : - ; - ; - ; - , . ; - ; - ,. . 110 - ,. . . ,- . , . : - ; - ; -, . , , 209. , . , , . :- ; - ,. ; , : .

10.2. : , . , ,: , . . , .. . , ... .(: .............. ...). . 210 . . . -: - - . , . .10.1. , : . 211.10.1. , : 1., . -. , .2., . ,. , , () . ., , . - ( )( ) x N bx atx + =, x - t N - a,b- - 212 . ,, : (,). , . (.) , ., - , (,,, .). , , . , ,: . . . - -. (measurementmodels) , .. (. ,,,). ,- 213,.., , . :; ; .: , ; , . : ,, , .. .. (decision support models). ,.. . , .. : . . : , , , 111. , . 214. :? ? (: MEDIAC ). ,. : ,, . :? ?. (.,) . ?. , , . , . : , ;, ,. ,.- . 10-15-, 215- . .10.2. .10.2. 10.3. ., . :(1), (2), (3) (4). ,... . 216, . , . , , ,., . , , . , , . ,, , .. , ., - . :, ;, . ,. , , . : 2171. . , , , . 2.. ,: -, . 3. ,. , , ,-- . 4. . , , . , : - . - . - . - . - . - . - . 218- . . --- : ADVISOR, PIMS, BRANDAID . , . , . : , . :, . . , . (GE),(BCG),.. . .- . BRANDAID . ,, , ,: .(1) (2). , -. 219- ., - . ...- , . 10.4. ,-:ADVISOR,PIMS, BRANDAID. . ADVISOR . 1984. . , . : 1. . 2. . 3. . ,(.) 112 . : = jDjii t t tj iC U S Bvar 2 1var 1 1 0 , : - (. ); S- ; 220U- ; Cvar i-i, 1; Dvar j-0-1 j. PIMS.1976.. 4 :, , . - . PIMS, , : - . , ,, . - . , . - , : . . BRANDAID . 1975. . - 221, . , / , BRANDAID -, . : ( )( )( ) t St st mii= , : mi(t)- i t; si(t) - i t; Si(t) - t. : ( ) ( )==Iiit e S t S10, S0- ; ei(t)- i- , i = 1,2,..,I ( ), : 1.. . , . 2.., . 3.. : (1), (2) (3). 4. . :,, .. 2225.. . , . e BRANDAID (.3.) .3. BRANDAID :(1); (2); (3); (4) (.10.1.) : - - - - : - - - - 223 .10.1. ADVI-SOR PIMS (ROI) BRAND-AID 10.5. , 113. - . . (.10.4.). 224 .10.4. 1. , . - : -,, ? , /, .: ; . -, ? , , , 225 ,, . , ,,, , 114. , : () : ,. . , . :; ; ; , .,(). . , .., ,.. . :, , .. .5. 226 .5. 2.()() . : -- ? , . - . -- ? 227 . -(ADVISOR,PIMS,BRABDAID) . - ?- . - . ,, , . : ; .. .. 115, () . ,- , . , BRANDAID .10.6. 228 .6., -: . , ( ) . : : - . : ==njij iq M1,ii- ; qijj- .:0 - 229 j- ; 1 - j- i- . i- iM {0;1}. i=0 i- , i=1 i- . :suspendIiim m M ==1, ; msuspend- . -. ,,. : -(., ) ; - ; - - . 3. . ., . : -, .,. ,(.) 230- . . -. . -,. 21 . . , , 116. 3() : , : ,.. . :, ,, . ,.. ( ). , , . 4. 231. (.10.7.),.. ( ). .10.7., . : , /,, . , , : 232(1);(2),, (3); (4) .. , , ,,., . . , , ,, .. : 1. ? 2. ? 3. ? 4. ? 5., ? 233 I. . , .- , . . 11.1. . , , . . . ,. -, . ,-,- . , -, , ., ,.. . 234(brand) (trade mark). , . . 9, . (1) ,..., . ,,,,, ,, , .117 , , , , , ,, , . , . , . , . , . . . , ,, . , . , . ., Coca Cola - . ,, 235() . ,,, .. , , ,., - , -, . , . . . , . ., ..,Xerox. , ., ., . (), .(strongbrand), 60% .,, . 30 60% , . -, .30% . 236,, . . . 11.2. 118. (), . . , . , . ,. (), , . , (), . , . . (, ) ., , ., . , , . , ., 237., , . - , . . Mercedes . ,,-. -. , . , , ,. Mercedes, - ., , . .,, ., ,..,. Mercedes -, (,, ), . ,, ., , . ,, , . 238- , . , . -, . (Value-Based Marketing)119. (- ), ..120. ,, . . , . (), ,, . --, ..CocaCola , . , ; ; ; ; 239,.; ; . ., ( 121) . .-, . . . , , , () . -, 10 20% - . , . 5-6, 3-4, 122. , , . , .. ,,, .. , (),,,. 240, , . , . -,- . ( ,-)., (), . -. ,,, , ., , .. ,. , - . , , .., , . . 11.3. , ,.. . ,, . , . . ,,. 241 . ,,,.. , . . , ,,., , ., , . .. (, . , ,..). (.. ). ,, .., (. )-, , . - (productform). , , ,. .,-,. . 242- (productclass). , . .. . -, .- (genericcompetition), , . . . , , .- ,, , ,,.-, , () . , . , . , , . . , (bundlesofattributes)123.,- . 243,, , . -,,- ; ;() . , .124 : -, (), , .. , -.- . --, . -, , . - . -, (),, ., , . , , .125., ,, ., , . , , . 244 (bundle of benefits), 126. (benefit segmentation), , () .127. . , ,(benefits) (perceivedrisks). (, ),(functional consequences)-(-), (psychologicaland socialconsequences). . -,-- , . , - . 11.4. - - . (brandimage) , , . ,., ,.., . 245 - , . : , . , , . , , ,. , ., , ., , . ,.-,(). . ,10 . , . .,, ., . , . , ,. .,, ,,, .. ,. ,-, 246,, , . , ??,? .., ,,, , ., ,- , 40 120 . , . . , . (CRM CostumerRelationshipManagement). . CRM-. - , . ,.. , , ., (brandimage). . 50- , , . ,,, 247 ., , (). ,,() - - . . , , .. . , . , ,.., , . , ,, , , .. , . ... ,, . (),. , , .. -. , -, , 248.. - .. , - . -. , ..,- ,., ,-, . . . .,, ,. , ., - (),(), () . , . ( ), .-.. . .- . , , . , , ( 249 ) . .,. , . , ().. . , . , . , , .. 1520, 300., , ,, . , - . -, , ., : -, (),. , ,. . . ,. , -. , , , (- 250 ), . (. ),, .- ,, ,,,, , .. : ( 30-40 ) , , . , -, (,, ).- +3-3 . ( ) .-, . , . ( , ) , . 40100 , . .. . 251,. , ,,, . - . , ()128. ... , , 129. (). ,, -,, .. . - -. , , . . ( ) . , . . (), .. , . ,n ()k, ,p(). 252 .() ., -. , ,. , , .., , . -. , . -, , . , ,. . : 1. ? 2. ? 3. ? 4. ? 5. ? 253 II. - , . , . , , -. . 12.1. - ., , . , . ,, , . . . - , . -, ., ,, , 254130. , , . , , ,,-,. ,, . , . , . , 131. . ., . ,, . . ,, , . , , . .-,, , ,.. , ., ,16 , ,. ,. 255. , , 132. ,-, . (. ). . , , . . , . , , ,133. , ,- - . -. ., . -. ,-, , . , , 134. 12.2. . , 256(-) ,. ,, . ,. . , . . . ., , , . ,. . . . , , - -. ,. , . - , . . . ., , ,, 257. ()., , ,,, ,.. . - . . ., ,, , . ., . . ,. . . , . . . ., -. -, . . - . . , . 258. . , . , -,.., . - , . , . - . . , . 20-., ., -.-, , ( ). , . . , . , ., ,, 259 , . , ,- -.-, , 60-, (,.) , . 12.3. ,70- . , . - , , (- ). , . . , , . .. ,. , . , ,- 260 . . , , , . -, ,,,.. , ., ., 135. . , . ,. , . . --. . . ,,. - ., , . , . , 261. , , ,- , . . .. -, . ., , . , ( , - ) . . - . , . , ,., , 136. 12.4. , . ,, , ,, , 137. 262 (), ,, . ,, (,, ). ..1971.. :, , , . , , , , . , 138. , , , . , - . , .. -, . .-. , ,. ., 263.. 11.5. 0.50.7. ? , . ,- , . . . . . , . , . , ..: "" - .,...,- ."" "". , -139.- . , ., . . (.. , 264) (.. ). , 140.(.,, .),(.,, ). - . . , ,, . ,, . , ., ., , , ., .. . , , , , .. . , ,.. ., . 265 , , ,., . , . , ., (), , - . , . .., ., .. , ,- 141. : ?142, ,, ,.., . ,-. , 143. ,, ,,,, , ., , 266, 144. , ,, , , , ., , . , , ,. ,, . - , , . , , . , ,. . . , . , . . ,. , . . , . , ., , 267,.. (.), (. ). , ( ,). . , . , , 145.,, . ,-. , . ,, (, .). .,, . . ,, (,). ,, . , . . .- (e) , . - .: . 268 . . (), . , , . ( ),. ,.. , ,. , .., , 146. --147.- ,,.. . -, -, . , - ,.. , . .. , . ., , . . .. (.. 269). (..) . 148. , , ., , . - , , ., ,, .-,, ,, . ., . , ,.. . - - -,,. , 149. , , ,.. . , , .- , , , . ,. . 270.- . . . (. ). , , . , , . , . . , ,- . , . . , , 150. , , , . , . , 271., . , .,- ,- . ., ,. ,. , , , . :, . : 1. ? 2. ? 3. ? 4. ? 5. ? 272 , ,., , . , , ,, . 273 , 1.,., , ., 1995. 2.,., , . , ., 2000. 3. , ., , ., 1996. 4.,..,,. , -, 2000. 5. Sunny Crouch, Marketing Research for Managers,(London: Pan Books Ltd, 1985). 6.PhilipKotler,MarketingManagement:Analysis,Planning, Implementation, and Control, 6-th ed., (Englewood Cliffs, N.J.: Prentice-Hall International, Inc., 1988). 274 : 1 - ,. . . (). - . 2DerekAbell,DefiningtheBusiness:TheStartingPointofStraregic Planning (Englewood Cliffs, N.J.: Prentice-Hall, 1980), Chap. 3. 3P.Kotler,MarketingManagement:Analysis,Planning,Implementation, and Control, 6-th ed., Prentice-Hall International, Inc., 1988, p. 3. 4 Ibid., p. 71. 5PeterBenett,2nded.,GlossaryofMarketingTerms(Chicago:American Marketing Association, 1995), p. 169-170. 6 , . , , . - ( , ), 2001, . 5/6, 2001 ., .. 71-76. 7 , ., . . 8 , ., . . 9 , ., . . 10 , ., . . 11,.,. , 1998, 5/ 6, .. 7-10. 12 , ., . 13LawrenceC.Lockley,HistoryandDevelopmentofMarketing Research,s.1,p.4ofRobertFerber,ed.,HandbookofMarketing Research, McGraw-Hill, 1974. 14,.,.., -, 2000, . 26. 15P.Kotler,MarketingManagement:Analysis,Planning,Implementation, and Control, 6-th ed., Prentice-Hall International, Inc., 1988, p. 102. 16 Ibid., p. 105. 17 Ibid. 18 Ibid., p. 122. 275 19 - . 20P.Kotler,MarketingManagement:Analysis,Planning,Implementation, and Control, 6-th ed., Prentice-Hall International, Inc., 1988, p. 124. 21 Ibid. 22,.,.., -, 2000, . 42. 23 . ., . 43. 24StephenW.Brown,DecisionSupportSystemModels,Information Processing and Management, 2 (1988), p.p. 429-448. 25,.,.., -, 2000, . 43. : 26 - : http://www.jhu.edu/%7Ecnp/. 27GlobalCivilSociety:DimensionsoftheNonprofitSector,byLesterM. Salomon,HelmutK.Anheier,ReginaList,StefanToepler,S.Vojciech Sokolowski and Associates. Baltimore, MD: John Hopkins Center for Civil Society Studies, 1999. 28 Ibid., p. 5. 29 CIRIEC International Centre of Research and Information on the Public andCooperativeEconomy .1947.AnnalsofPublicand Cooperative Economics, 1908 . . : VIVETD.,andTHIRYB.,FieldsofStudy,QuantitativeImportanceand NationalAcceptation,Chapter1inCIRIEC,Theenterprisesand organizationsofthethirdsystem:astrategicchallengeforemployment, 2000,p.11. 30PIOREM.J.,TheEmergentRoleofSocialIntermediariesintheNew EconomyinAnnalsofPublicandCooperativeEconomics,72(3),2001, pp. 339-350. 31 OSTERMAN P., KOCHAN T., LOCKE R., and PIORE M., Working in America:LaborMarketPoliciesfortheNewCentury,MITPress, Cambridge, MA, 2001. 32PIOREM.J.,CorporateReforminAmericanManufacturingandthe ChallengetoEconomicTheory,inAllen,T.J.andScottMorton,M.S. (eds.), Information Technology and the Corporation of the 1990s: Research Studies, Oxford University Press, New York, 1994. 33 GEREFFI G. and KORSENIEWICS M., Commodity Chains and Global Capitalism, Praeger, Westport, CT, 1994. 276 34-:,.,, ,. , ., 2003, .208. 35 SAXENIAN A., Regional Advantage: Culture and Competition in Silicon Valley and Route 128, Harvard University Press, Cambridge, MA, 1994. 36CASTELLSM.,TheInformationAge:Economy,SocietyandCulture; Volume I: The Rise of the Network Society, 1996. 37 KORNAI J., Economics of Shortage, North Holland, Amsterdam, 1980. 38PUTNAMR.D.,Bowlingalone:Americasdecliningsocialcapital, Journal of Democracy, 6 (1), 1995. 39WESTLUNDH.andWESTERDAHLS.,ContributionoftheSocial EconomytoLocalEmployment,ResearchReport,TheSwedish CooperativeInstitute,TheSwedishInstituteforSocialEconomy, Ostersund, 1996. 40 SALOMON L. M. and ANHEIER H. A., Social origins of civil society: explainingnonprofitsectorcross-nationally,Voluntas:International Journal of Voluntary and Nonprofit Organizations, 9(3), 1998. 41 Edgar Parnell, Reinventing the Co-operative, Plunkett Foundation, 1995. : 42,.,.., -, 2000, . 56. 43RobertA.Cooke,EthicsinBusiness:APerspective(Chicago:Arthur Anderson & Co, 1988), p. 2. 44,.,.., -, 2000, . 69. 45LoiuseH.KidderandCharlesM.Judd,ResearchMethodsinSocial Relations, 5th ed., (New York: Holt, Rinehart, and Winston), p.p. 452-510. 46,.,.., -, 2000, . 71. 47CynthiaJ.FreyandThomasC.Kinnear,LegalConstraintsand MarketingResearch:ReviewandCalltoAction,JournalofMarketing Research, 16 (August, 1979), p.p. 295-302. 48 David A. Aaker and George S. Day, A Guide to Consumerism in David A. Aaker and George S. Day, eds., Consumerism: Search for the Ccnsumer Interest (New York: Macmillan Publishing Co., Inc., 1982), p.p. 4-8. 49- : , ., , ., 1996. 50 , ., , ., 1996, . 289. 277 51WroeAldersonandPaulE.Green,PlanningandProblemSolvingin Marketing (Homewood, Illinois: Richad D. Irwin, Inc., 1964), p. 107. 52 , ., , ., 1996, . 297. 53,.,.., -, 2000, . 89. 54 . . 55 . ., . 91. : 56JulianL.Simon,BasicResearchMethodsinSocialScience:TheArtof Empirical Investigation (New York: Random House, 1969), p. 4. 57 : ,.,.., -,2000,.111.. (, ., , ., 1995, .. 95-166) . , . , . , .,, , . , , .,- , . . 58,.,.., -, 2000, . 110. 59EredN.Kerlinger,FoundationsofBehavioralResearch,3rded.,(New York: Holt, Rinehart, and Winston, 1986). 60,.,.., -, 2000, . 117. 61 . ., . 121. 62ClaireSelltiz,LawrenceS.Wrightman,andStuartW.Cooke,Research MethodsinSocialRelations,3rded.(NewYork:Holt,Rinehart,and Winston, 1976), p.p. 98-99. 278 63,.,.., -, 2000, . 132. 64 . ., . 140. 65 . . 66ClaireSelltiz,LawrenceS.Wrightman,andStuartW.Cooke,Research MethodsinSocialRelations,3rded.(NewYork:Holt,Rinehart,and Winston, 1976), p. 94. 67 Ibid., p.p. 90-91. 68,.,.., -, 2000, . 145. : 69SunnyCrouch,MarketingResearchforManagers(London:PanBooks Ltd, 1985), p. 34. 70 Ibid., p. 47. 71,.,.., -, 2000, . 309. 72 . ., . 311. 73StanleyL.Payne,TheArtofAskingQuestions(Princeton,N.J.: Princeton University Press, 1951). 74 Ibib. : 75JumC.Nunnally,PsychometricTheory,2ded.(NewYork,McGraw-Hill, 1978), p. 3. 76 , ., , ., 1995. 77,.,.., -, 2000, . 355. 78ClaireSelltiz,LawrenceS.Wrightman,andStuartW.Cooke,Research MethodsinSocialRelations,3rded.(NewYork:Holt,Rinehart,and Winston, 1976), p.p. 164-168. 79 Ibid., p. 169. 80JumC.Nunnally,PsychometricTheory,2ded.(NewYork,McGraw-Hill, 1978), Chapters 6 and 7, p.p. 190-255. 81,.,.., -, 2000, . 377. : 82,.,.., -, 2000, . 425. 279 83 . ., . 429. 84,.., , . , ., 1988, . 59. 85 , ., , ., 1996, .93. 86 . ., .95. 87 , ., , ., 1995, . 227. : 88 , ., , ., 1995, . 207. 89,.,.., -, 2000, . 454. 90 . ., . 460. 91 . . 92 . 93,.,.., -, 2000, . 476. 94 , ., , ., 1996. : 95 : , ., ..,-,2000, .502. 96RobertA.PetersonandRogerA.Kerin,TheQualityofSelf-Report Data:ReviewandSynthesis,inBenEnisandKennethRoering,eds., AnnualReviewofMarketing1981(Chicago:AmericanMarketing Association, 1981), p.p. 5-20. 97RobertL.KahnandCharlesF.Cannel,TheDynamicsofInterviewing (New York: John Wiley and Sons, Inc., 1957), p. 193. 98,.,.., -, 2000, . 521. 99 . ., . 559. 100 . ., . 705. : 101- . . 280 102., , ., ., 2005. 103 Lilien G., Ph.Kotler & K.S.Moorthy, Marketing Models, Printice Hall, NY, 1991. 104 , ., 1998. 105ThenewPALGRAVEadictionaryofeconomics,v.3,NY,1988, pp.482-483. 106 , 2000 . 107 . , . 108,, ,, , . 109 . Porter M., Competitive Strategy, New York: free Press, 1980. 110 , ,,, ,. . , . 111LurieB.,HandbookofBusinessStrategy, http:\\www.monitor.com/misc/OrganicGrowth.pdf, 2003. 112 , / . 113 , ., , . 114LilienG.,Ph.Kotler&K.S.Moorthy,MarketingModels,Prentice Hall, NY, 19911 pp.574. 115 , , . 116.,,,.,., 1999. 281 : 117 , 1999. 118,.,2010, : ,,,19-202004. : http://www.iu-edu.org/blagoev/bamravda2004/Blagoev_Vesselin.htm 119 Doyle P., Value-Based Marketing, John Wiley & Sons, Ltd., 2000. 120 , . . 121-.. ., ,,-. , ( ) . 122.,, : http://www.dnp.ru/default.asp?id=323. 123JonathanGutman(1977),UncoveringtheDistinctionsPeopleMake VersustheUseofMulti-AttributeModels:DoaNumberofLittleTruths Make Wisdom? in Proceedings of the Twenty-Third Annual Conference of theAdvertisingResearchFoundation,NewYork:AdvertisingResearch Foundation, pp. 428-441. 124LyleV.Geistfeld,GeorgeB.SprolesandSusanB.Badenhop(1977), The Concept and Measurement of a Hierarchy of Product Characteristics, inAdvancesinConsumerResearch,Vol.4,H.K.Hunt(ed.),AnnArbor, Mich.: Association for Consumer Research, pp. 302-307. 125 Theodore Levitt (1960), Marketing Myopia, Harvard Business Review (July/August), pp. 45-56. 126PaulE.Green,YoramWindandArunK.Jain(1972),BenefitBundle Analysis, Journal of Advertising Research (April), pp. 32-36. 127RussellI.Haley(1972),BenefitSegmentation:ADecision-Oriented Research Tool, Journal of Marketing (July) pp. 30-35. 128 G. L. Lilien, P. Kotler, and K. S. Moorthy, Marketing Models, Prentice-Hall International, Inc., 1992. 129 P. Kotler, Marketing Management: Analysis, Planning, Implementation, and Control, 6-th ed., Prentice-Hall International, Inc., 1988. 282 : 130 :,.( ).-: http://www.raichev.org/index.htm 131 . , . . , . 46, . 91. 132HerbertMarcuse.One-DimensionalMan:StudiesintheIdeologyof Advanced Industrial Society (Boston: Bacon, 1964). 133 , . . . 134,...- : http://www.marketing.spb.ru/read/m7/index_old.htm 135 . . . 1994, . 4, . 80. 136 Bocock R, Consumption, L.: Routledge,1993, p. 31. (. : . ., . .) 137ThomasM.J.,ConsumerMarketResearch:DoesItHaveValidity? Some Postmodern Thoughts, in Marketing Intelligence & Planning, Vol. 15, 1997, pp. 51-53. 138 Harold H. Kassarjan, Personality and Consumer Behavior: A Review, Journal of Marketing Research, 8 (November, 1971), pp. 409-419. 139,.. .-: www.soc.pu.ru:8101/persons/dvi/home.html 140 , . . . . 141 Baudrillarrd J., Selected writings, Ed. by Mark Poster, Cambridge, 1996. 142ThomasM.J.,ConsumerMarketResearch:DoesItHaveValidity? Some Postmodern Thoughts, in Marketing Intelligence & Planning, Vol. 15, 1997, p. 56. 143,...- : http://www.marketing.spb.ru/read/m7/index_old.htm 144 Bocock R, Consumption, L.: Routledge,1993, p. 31. (. : . ., . .) 145Hekman,S.,GadamerandRicoeuronHermeneutics,inThePolity ReaderinSocialTheory,Cambridge,1995,p.52.(.:.. . .) 146 Baudrillarrd J., Selected writings, Ed. by Mark Poster, Cambridge, 1996. 147,...- : http://www.marketing.spb.ru/read/m7/index_old.htm 148 Baudrillarrd J., Selected writings, Ed. by Mark Poster, Cambridge, 1996, p. 24. 283 149 . . . . ., 1989. 150Levitt,Th.,TheGlobalizationofMarket,inB.deWittandR.Meyer, (Eds.),Strategy:Process,Content,Context,(AnInternationalPerspective), Minneapolis, St. Paul, New York, Los Angeles, San Francisco, 1994.