MARKETING STRATEGIYALARINING NAZARIY ASOSLARI VA BREND RIVOJLANISHIGA TA’SIR ETUVCHI OMILLAR
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Аннотация:
Global bozorlarning tez sur’at bilan o‘zgarishi brendlarning raqobatbardoshligi va barqarorligi oldida jiddiy muammolarni yuzaga keltirdi, va ayniqsa menejerlik vakolatiga ega shaxslar bular bilan eng bevosita duch kelish ehtimoli yuqori. Marketing nazariyalarini brend rivojlanishi tadqiqotlarida integratsiya qilish so‘nggi yillarda ma’lumotga asoslangan analitik modellar paydo bo‘lishi bilan barqaror ravishda kengayib bormoqda. Nazariy ramkalar va jamoaviy empirik tajriba tahliliga asoslanib, biz shunday ta’kidlaymiz: maxsus strategik moslashuvsiz, cheklangan analitik salohiyatga ega shaxslar koordinatsiyasiz qaror qabul qilishga va konseptual ravshanlik hamda kontekst tushunchasi yetishmasligidan kelib chiqib, parchalangan qarorlar va nomuvofiq natijalar bilan duch kelishadi. Ma’lumotlar konseptual xaritalash tahlili va ko‘p o‘zgaruvchili regressiya tahlili orqali o‘rganildi hamda izchil topilmalarni sintez qilish uchun talqin qilindi. Standartlashtirishni talab qilgan o‘zgaruvchilar model spetsifikatsiyasi va tasdiqlanishi uchun e’tibor bilan moslashtirildi, strukturaviy ishonchlilik, strategik kirish (input) va brend natijasi (output) o‘rtasidagi korrelyativ muvozanat hamda model taxminlari eshitilib, metodologik jihatdan hisobga olindi va ularning talqini bir hil holatda yuritildi.
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