– \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a:<\/strong> \u062a\u0634\u0645\u0644 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0627\u0644\u062a\u064a \u0642\u062f \u062a\u0634\u0643\u0644 \u062e\u0637\u0631\u064b\u0627 \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0629 (Mooradian et al., 2014, p. 295).<\/p>\n\n\n\n\u064a\u0633\u0627\u0639\u062f \u062a\u062d\u0644\u064a\u0644 SWOT \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0628\u062f\u0627\u0626\u0644 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0627\u0644\u062a\u0648\u0627\u0641\u0642 \u0628\u064a\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629. \u0643\u0645\u0627 \u064a\u0648\u062c\u0647 \u0635\u064a\u0627\u063a\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0633\u062a\u063a\u0644\u0627\u0644 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0644\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u0641\u0631\u0635\u060c \u0648\u062a\u0637\u0648\u064a\u0631 \u0646\u0642\u0627\u0637 \u0627\u0644\u0636\u0639\u0641 \u0644\u0645\u0648\u0627\u062c\u0647\u0629 \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a (Mooradian et al., 2014, p. 298).<\/p>\n\n\n\n
\u0644\u062a\u0637\u0628\u064a\u0642 \u0647\u0630\u0647 \u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0628\u0641\u0639\u0627\u0644\u064a\u0629 \u0641\u064a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u060c \u064a\u062c\u0628 \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0625\u062c\u0631\u0627\u0621 \u062a\u062d\u0644\u064a\u0644 \u0634\u0627\u0645\u0644 \u0648\u0645\u0633\u062a\u0645\u0631 \u0644\u0628\u064a\u0626\u062a\u0647\u0627 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0648\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629\u060c \u0648\u062a\u0631\u062c\u0645\u0629 \u0627\u0644\u0646\u062a\u0627\u0626\u062c \u0625\u0644\u0649 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0645\u0644\u0645\u0648\u0633\u0629 (Whalley, 2010, p. 53).<\/p>\n\n\n\n
\u062e\u0637\u0648\u0627\u062a \u0625\u062c\u0631\u0627\u0621 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629<\/h2>\n\n\n\n
\u064a\u0639\u062f \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0639\u0645\u0644\u064a\u0629 \u062d\u064a\u0648\u064a\u0629 \u0641\u064a \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u060c \u0648\u062a\u062a\u0643\u0648\u0646 \u0645\u0646 \u0623\u0631\u0628\u0639 \u062e\u0637\u0648\u0627\u062a \u0631\u0626\u064a\u0633\u064a\u0629:<\/p>\n\n\n\n
1. \u062c\u0645\u0639 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0648\u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a<\/h3>\n\n\n\n
\u062a\u0628\u062f\u0623 \u0639\u0645\u0644\u064a\u0629 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0628\u062c\u0645\u0639 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0648\u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0630\u0627\u062a \u0627\u0644\u0635\u0644\u0629. \u064a\u0634\u0645\u0644 \u0630\u0644\u0643:<\/p>\n\n\n\n
– \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0645\u0635\u0627\u062f\u0631 \u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u062e\u0627\u0631\u062c\u064a\u0629 \u0644\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a (Damir, 2025, p. 190).<\/p>\n\n\n\n
– \u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0648\u0627\u0644\u0645\u0635\u0627\u062f\u0631 \u063a\u064a\u0631 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0644\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a (Damir, 2025, p. 190).<\/p>\n\n\n\n
– \u0625\u062c\u0631\u0627\u0621 \u0628\u062d\u0648\u062b \u0627\u0644\u0633\u0648\u0642 \u0644\u062c\u0645\u0639 \u0628\u064a\u0627\u0646\u0627\u062a \u0639\u0646 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 (Drummond et al., 2008, p. 32).<\/p>\n\n\n\n
– \u0645\u0631\u0627\u0642\u0628\u0629 \u0627\u0644\u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0648\u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629 \u0648\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 (Mooradian et al., 2014, p. 114).<\/p>\n\n\n\n
\u064a\u062c\u0628 \u0623\u0646 \u062a\u0643\u0648\u0646 \u0639\u0645\u0644\u064a\u0629 \u062c\u0645\u0639 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0645\u0633\u062a\u0645\u0631\u0629 \u0648\u0645\u0646\u0647\u062c\u064a\u0629 \u0644\u0636\u0645\u0627\u0646 \u062a\u062d\u062f\u064a\u062b \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0628\u0627\u0633\u062a\u0645\u0631\u0627\u0631 (Whalley, 2010, p. 53).<\/p>\n\n\n\n
2. \u062a\u062d\u0644\u064a\u0644 \u0648\u062a\u0635\u0646\u064a\u0641 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a<\/h3>\n\n\n\n
\u0628\u0639\u062f \u062c\u0645\u0639 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a\u060c \u062a\u0623\u062a\u064a \u0645\u0631\u062d\u0644\u0629 \u062a\u062d\u0644\u064a\u0644\u0647\u0627 \u0648\u062a\u0635\u0646\u064a\u0641\u0647\u0627:<\/p>\n\n\n\n
– \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0623\u062f\u0648\u0627\u062a \u0645\u062b\u0644 PESTEL \u0648SWOT \u0644\u062a\u0646\u0638\u064a\u0645 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a (Alsem, 2024, p. 297).<\/p>\n\n\n\n
– \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0648\u0627\u0644\u0623\u0646\u0645\u0627\u0637 \u0641\u064a \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0645\u062c\u0645\u0639\u0629 (Drummond et al., 2008, p. 34).<\/p>\n\n\n\n
– \u062a\u0635\u0646\u064a\u0641 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u062d\u0633\u0628 \u0623\u0647\u0645\u064a\u062a\u0647\u0627 \u0648\u062a\u0623\u062b\u064a\u0631\u0647\u0627 \u0627\u0644\u0645\u062d\u062a\u0645\u0644 \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0629 (Mooradian et al., 2014, p. 295).<\/p>\n\n\n\n
– \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0641\u062c\u0648\u0627\u062a \u0641\u064a \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u062a\u064a \u0642\u062f \u062a\u062a\u0637\u0644\u0628 \u0645\u0632\u064a\u062f\u064b\u0627 \u0645\u0646 \u0627\u0644\u0628\u062d\u062b (Damir, 2025, p. 190).<\/p>\n\n\n\n
3. \u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u062a\u0623\u062b\u064a\u0631\u0627\u062a \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629<\/h3>\n\n\n\n
\u0641\u064a \u0647\u0630\u0647 \u0627\u0644\u0645\u0631\u062d\u0644\u0629\u060c \u064a\u062a\u0645 \u062a\u0642\u064a\u064a\u0645 \u0643\u064a\u0641\u064a\u0629 \u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0629:<\/p>\n\n\n\n
– \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0641\u0631\u0635 \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0627\u0644\u0646\u0627\u0634\u0626\u0629 \u0639\u0646 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u064a\u0629 (Mooradian et al., 2014, p. 296).<\/p>\n\n\n\n
– \u062a\u0642\u064a\u064a\u0645 \u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u0642\u0648\u0649 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0628\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0646\u0645\u0648\u0630\u062c \u0628\u0648\u0631\u062a\u0631 (Tomczak et al., 2018, p. 39).<\/p>\n\n\n\n
– \u062a\u062d\u0644\u064a\u0644 \u0643\u064a\u0641\u064a\u0629 \u062a\u0623\u062b\u064a\u0631 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0639\u0644\u0649 \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0648\u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a\u0647 (Drummond et al., 2008, p. 33).<\/p>\n\n\n\n
– \u062a\u0642\u062f\u064a\u0631 \u0627\u0644\u0622\u062b\u0627\u0631 \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629 \u0639\u0644\u0649 \u0627\u0644\u0623\u062f\u0627\u0621 \u0627\u0644\u0645\u0627\u0644\u064a \u0648\u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a \u0644\u0644\u0634\u0631\u0643\u0629 (Whalley, 2010, p. 55).<\/p>\n\n\n\n
4. \u0635\u064a\u0627\u063a\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a<\/h3>\n\n\n\n
\u0623\u062e\u064a\u0631\u064b\u0627\u060c \u064a\u062a\u0645 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0646\u062a\u0627\u0626\u062c \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0644\u0635\u064a\u0627\u063a\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0641\u0639\u0627\u0644\u0629:<\/p>\n\n\n\n
– \u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0644\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u0645\u062d\u062f\u062f\u0629 (Mooradian et al., 2014, p. 298).<\/p>\n\n\n\n
– \u0648\u0636\u0639 \u062e\u0637\u0637 \u0644\u0644\u062a\u062e\u0641\u064a\u0641 \u0645\u0646 \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629 (Alsem, 2024, p. 298).<\/p>\n\n\n\n
– \u062a\u0643\u064a\u064a\u0641 \u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a (\u0627\u0644\u0645\u0646\u062a\u062c\u060c \u0627\u0644\u0633\u0639\u0631\u060c \u0627\u0644\u0645\u0643\u0627\u0646\u060c \u0627\u0644\u062a\u0631\u0648\u064a\u062c) \u0648\u0641\u0642\u064b\u0627 \u0644\u0646\u062a\u0627\u0626\u062c \u0627\u0644\u062a\u062d\u0644\u064a\u0644 (Drummond et al., 2008, p. 35).<\/p>\n\n\n\n
– \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641\u0629 \u0648\u0627\u0644\u0645\u0648\u0627\u0642\u0639 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u064a (Tomczak et al., 2018, p. 40).<\/p>\n\n\n\n
\u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u062a\u0628\u0627\u0639 \u0647\u0630\u0647 \u0627\u0644\u062e\u0637\u0648\u0627\u062a \u0628\u062f\u0642\u0629\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u0637\u0648\u064a\u0631 \u0641\u0647\u0645 \u0639\u0645\u064a\u0642 \u0644\u0628\u064a\u0626\u062a\u0647\u0627 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0648\u0635\u064a\u0627\u063a\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0642\u0648\u064a\u0629 \u062a\u0633\u062a\u062c\u064a\u0628 \u0644\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u0648\u062a\u062d\u0642\u0642 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0645\u0633\u062a\u062f\u0627\u0645\u0629.<\/p>\n\n\n\n![\"\u0627\u0644\u062a\u063a\u0644\u0628](\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/03\/\u062a\u062d\u062f\u064a\u0627\u062a-\u062a\u062d\u0644\u064a\u0644-\u0627\u0644\u0628\u064a\u0626\u0629-\u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629-\u0644\u0644\u0634\u0631\u0643\u0629-1024x574.webp\" "\\"\\"")
\u0627\u0644\u062a\u063a\u0644\u0628 \u0639\u0644\u0649 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a: \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0644\u062a\u062d\u0633\u064a\u0646 \u0641\u0639\u0627\u0644\u064a\u0629 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629<\/figcaption><\/figure>\n\n\n\n \u062a\u062d\u062f\u064a\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0648\u0643\u064a\u0641\u064a\u0629 \u0627\u0644\u062a\u063a\u0644\u0628 \u0639\u0644\u064a\u0647\u0627<\/h2>\n\n\n\n
\u064a\u0648\u0627\u062c\u0647 \u0627\u0644\u0645\u0633\u0648\u0642\u0648\u0646 \u062a\u062d\u062f\u064a\u0627\u062a \u0645\u062a\u0639\u062f\u062f\u0629 \u0639\u0646\u062f \u0625\u062c\u0631\u0627\u0621 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629. \u0641\u064a\u0645\u0627 \u064a\u0644\u064a \u0623\u0647\u0645 \u0647\u0630\u0647 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0648\u0637\u0631\u0642 \u0627\u0644\u062a\u063a\u0644\u0628 \u0639\u0644\u064a\u0647\u0627:<\/p>\n\n\n\n
\u0635\u0639\u0648\u0628\u0629 \u062c\u0645\u0639 \u0648\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a<\/h3>\n\n\n\n
\u062a\u0634\u0643\u0644 \u0639\u0645\u0644\u064a\u0629 \u062c\u0645\u0639 \u0648\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u062a\u062d\u062f\u064a\u064b\u0627 \u0643\u0628\u064a\u0631\u064b\u0627 \u0644\u0644\u0634\u0631\u0643\u0627\u062a:<\/strong><\/p>\n\n\n\n– \u0643\u0645\u064a\u0629 \u0647\u0627\u0626\u0644\u0629 \u0645\u0646 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a: \u064a\u0635\u0639\u0628 \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0630\u0627\u062a \u0627\u0644\u0635\u0644\u0629 \u0648\u0633\u0637 \u0643\u0645 \u0647\u0627\u0626\u0644 \u0645\u0646 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a (Damir, 2025, p. 190).<\/p>\n\n\n\n
– \u062a\u0646\u0648\u0639 \u0645\u0635\u0627\u062f\u0631 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a: \u0642\u062f \u062a\u0643\u0648\u0646 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0645\u0634\u062a\u062a\u0629 \u0639\u0628\u0631 \u0645\u0635\u0627\u062f\u0631 \u0645\u062a\u0639\u062f\u062f\u0629\u060c \u0645\u0645\u0627 \u064a\u062c\u0639\u0644 \u062c\u0645\u0639\u0647\u0627 \u0623\u0645\u0631\u064b\u0627 \u0635\u0639\u0628\u064b\u0627 (Drummond et al., 2008, p. 34).<\/p>\n\n\n\n
– \u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u062a\u062d\u0644\u064a\u0644: \u0642\u062f \u064a\u0643\u0648\u0646 \u0645\u0646 \u0627\u0644\u0635\u0639\u0628 \u0627\u0633\u062a\u062e\u0644\u0627\u0635 \u0631\u0624\u0649 \u0630\u0627\u062a \u0645\u0639\u0646\u0649 \u0645\u0646 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0645\u062c\u0645\u0639\u0629 (Whalley, 2010, p. 66).<\/p>\n\n\n\n
\u0644\u0644\u062a\u063a\u0644\u0628 \u0639\u0644\u0649 \u0647\u0630\u0647 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a:<\/strong><\/p>\n\n\n\n– \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0623\u062f\u0648\u0627\u062a \u062a\u062d\u0644\u064a\u0644\u064a\u0629 \u0645\u062a\u0642\u062f\u0645\u0629 \u0648\u0628\u0631\u0627\u0645\u062c \u0644\u0645\u0639\u0627\u0644\u062c\u0629 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0636\u062e\u0645\u0629 (Mooradian et al., 2014, p. 115).<\/p>\n\n\n\n
– \u062a\u0637\u0648\u064a\u0631 \u0645\u0639\u0627\u064a\u064a\u0631 \u0648\u0627\u0636\u062d\u0629 \u0644\u062a\u062d\u062f\u064a\u062f \u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a (Alsem, 2024, p. 297).<\/p>\n\n\n\n
– \u062a\u062f\u0631\u064a\u0628 \u0627\u0644\u0645\u0648\u0638\u0641\u064a\u0646 \u0639\u0644\u0649 \u0645\u0647\u0627\u0631\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0648\u062a\u0641\u0633\u064a\u0631\u0647\u0627 (Reed and Baird, 2019, p. 68).<\/p>\n\n\n\n
\u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0633\u0631\u064a\u0639\u0629 \u0641\u064a \u0627\u0644\u0628\u064a\u0626\u0629<\/h3>\n\n\n\n
\u062a\u062a\u0633\u0645 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0628\u0627\u0644\u062a\u063a\u064a\u0631 \u0627\u0644\u0633\u0631\u064a\u0639\u060c \u0645\u0645\u0627 \u064a\u0634\u0643\u0644 \u062a\u062d\u062f\u064a\u064b\u0627 \u0644\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062f\u0642\u064a\u0642:<\/strong><\/p>\n\n\n\n– \u062a\u0642\u0627\u062f\u0645 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a: \u0642\u062f \u062a\u0635\u0628\u062d \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0642\u062f\u064a\u0645\u0629 \u0628\u0633\u0631\u0639\u0629 \u0641\u064a \u0638\u0644 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0633\u0631\u064a\u0639\u0629 (Tomczak et al., 2018, p. 37).<\/p>\n\n\n\n
– \u0635\u0639\u0648\u0628\u0629 \u0627\u0644\u062a\u0646\u0628\u0624: \u064a\u0635\u0639\u0628 \u0627\u0644\u062a\u0646\u0628\u0624 \u0628\u0627\u0644\u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629 \u0641\u064a \u0638\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0645\u062a\u0642\u0644\u0628\u0629 (Drummond et al., 2008, p. 36).<\/p>\n\n\n\n
– \u062a\u0639\u0642\u064a\u062f \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u064a\u0629: \u0642\u062f \u064a\u0643\u0648\u0646 \u0645\u0646 \u0627\u0644\u0635\u0639\u0628 \u0641\u0647\u0645 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0627\u0644\u0645\u0639\u0642\u062f\u0629 \u0628\u064a\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u0627\u0644\u0645\u062e\u062a\u0644\u0641\u0629 (Mooradian et al., 2014, p. 113).<\/p>\n\n\n\n
\u0644\u0644\u062a\u0639\u0627\u0645\u0644 \u0645\u0639 \u0647\u0630\u0647 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a:<\/strong><\/p>\n\n\n\n– \u062a\u0628\u0646\u064a \u0646\u0647\u062c \u0627\u0644\u0645\u0633\u062d \u0627\u0644\u0628\u064a\u0626\u064a \u0627\u0644\u0645\u0633\u062a\u0645\u0631 \u0644\u062a\u062d\u062f\u064a\u062b \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0628\u0627\u0633\u062a\u0645\u0631\u0627\u0631 (Damir, 2025, p. 189).<\/p>\n\n\n\n
– \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u062a\u0646\u0628\u0624 \u0627\u0644\u0645\u062a\u0642\u062f\u0645\u0629 \u0645\u062b\u0644 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0633\u064a\u0646\u0627\u0631\u064a\u0648\u0647\u0627\u062a (Whalley, 2010, p. 68).<\/p>\n\n\n\n
– \u062a\u0637\u0648\u064a\u0631 \u0641\u0631\u0642 \u0645\u062a\u0639\u062f\u062f\u0629 \u0627\u0644\u062a\u062e\u0635\u0635\u0627\u062a \u0644\u0641\u0647\u0645 \u0627\u0644\u062a\u0639\u0642\u064a\u062f\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u064a\u0629 (Reed and Baird, 2019, p. 70).<\/p>\n\n\n\n
\u0643\u064a\u0641\u064a\u0629 \u0645\u0648\u0627\u062c\u0647\u0629 \u0647\u0630\u0647 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a<\/h3>\n\n\n\n
\u0644\u0645\u0648\u0627\u062c\u0647\u0629 \u062a\u062d\u062f\u064a\u0627\u062a \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0628\u0634\u0643\u0644 \u0641\u0639\u0627\u0644\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u062a\u0628\u0627\u0639 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0627\u0644\u064a\u0629:<\/strong><\/p>\n\n\n\n1. \u062a\u0637\u0648\u064a\u0631 \u0646\u0638\u0627\u0645 \u0645\u0639\u0644\u0648\u0645\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a \u0642\u0648\u064a:<\/strong><\/p>\n\n\n\n – \u0625\u0646\u0634\u0627\u0621 \u0642\u0627\u0639\u062f\u0629 \u0628\u064a\u0627\u0646\u0627\u062a \u0645\u0631\u0643\u0632\u064a\u0629 \u0644\u062a\u062e\u0632\u064a\u0646 \u0648\u062a\u0646\u0638\u064a\u0645 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u064a\u0629 (Alsem, 2024, p. 298).<\/p>\n\n\n\n
– \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0630\u0643\u0627\u0621 \u0627\u0644\u0627\u0635\u0637\u0646\u0627\u0639\u064a \u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0648\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0627\u062a\u062c\u0627\u0647\u0627\u062a (Mooradian et al., 2014, p. 116).<\/p>\n\n\n\n
2. \u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u0645\u0631\u0648\u0646\u0629 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629:<\/strong><\/p>\n\n\n\n – \u062a\u0637\u0648\u064a\u0631 \u0647\u064a\u0627\u0643\u0644 \u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0645\u0631\u0646\u0629 \u062a\u0633\u062a\u062c\u064a\u0628 \u0628\u0633\u0631\u0639\u0629 \u0644\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u064a\u0629 (Tomczak et al., 2018, p. 38).<\/p>\n\n\n\n
– \u062a\u0634\u062c\u064a\u0639 \u062b\u0642\u0627\u0641\u0629 \u0627\u0644\u062a\u0639\u0644\u0645 \u0627\u0644\u0645\u0633\u062a\u0645\u0631 \u0648\u0627\u0644\u062a\u0643\u064a\u0641 \u062f\u0627\u062e\u0644 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 (Drummond et al., 2008, p. 37).<\/p>\n\n\n\n
3. \u0627\u0644\u062a\u0639\u0627\u0648\u0646 \u0648\u0627\u0644\u0634\u0631\u0627\u0643\u0627\u062a:<\/strong><\/p>\n\n\n\n – \u0628\u0646\u0627\u0621 \u0634\u0628\u0643\u0627\u062a \u0645\u0639 \u0627\u0644\u0634\u0631\u0643\u0627\u0621 \u0648\u0627\u0644\u0645\u0648\u0631\u062f\u064a\u0646 \u0644\u062a\u0628\u0627\u062f\u0644 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u064a\u0629 (Whalley, 2010, p. 69).<\/p>\n\n\n\n
– \u0627\u0644\u0645\u0634\u0627\u0631\u0643\u0629 \u0641\u064a \u0627\u0644\u0645\u0646\u062a\u062f\u064a\u0627\u062a \u0627\u0644\u0635\u0646\u0627\u0639\u064a\u0629 \u0648\u0627\u0644\u0645\u0624\u062a\u0645\u0631\u0627\u062a \u0644\u0641\u0647\u0645 \u0627\u0644\u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0627\u0644\u0646\u0627\u0634\u0626\u0629 (Reed and Baird, 2019, p. 71).<\/p>\n\n\n\n
4. \u062a\u0637\u0648\u064a\u0631 \u0645\u0647\u0627\u0631\u0627\u062a \u0627\u0644\u062a\u0641\u0643\u064a\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a:<\/strong><\/p>\n\n\n\n – \u062a\u062f\u0631\u064a\u0628 \u0627\u0644\u0645\u0648\u0638\u0641\u064a\u0646 \u0639\u0644\u0649 \u0627\u0644\u062a\u0641\u0643\u064a\u0631 \u0627\u0644\u0646\u0642\u062f\u064a \u0648\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0633\u064a\u0646\u0627\u0631\u064a\u0648\u0647\u0627\u062a (Damir, 2025, p. 191).<\/p>\n\n\n\n
– \u062a\u0634\u062c\u064a\u0639 \u0627\u0644\u0625\u0628\u062f\u0627\u0639 \u0641\u064a \u062a\u0641\u0633\u064a\u0631 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u0648\u062a\u0637\u0628\u064a\u0642\u0647\u0627 (Mooradian et al., 2014, p. 117).<\/p>\n\n\n\n
\u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u0628\u0646\u064a \u0647\u0630\u0647 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u062d\u0633\u064a\u0646 \u0642\u062f\u0631\u062a\u0647\u0627 \u0639\u0644\u0649 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0628\u0641\u0639\u0627\u0644\u064a\u0629 \u0648\u0627\u0644\u0627\u0633\u062a\u062c\u0627\u0628\u0629 \u0644\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0628\u0634\u0643\u0644 \u0627\u0633\u062a\u0628\u0627\u0642\u064a\u060c \u0645\u0645\u0627 \u064a\u0639\u0632\u0632 \u0642\u062f\u0631\u062a\u0647\u0627 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u062a\u063a\u064a\u0631 \u0628\u0627\u0633\u062a\u0645\u0631\u0627\u0631.<\/p>\n\n\n\n
\u0623\u0645\u062b\u0644\u0629 \u0644\u0634\u0631\u0643\u0627\u062a \u0646\u062c\u062d\u062a \u0641\u064a \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629: \u062f\u0631\u0627\u0633\u0629 \u062d\u0627\u0644\u0629 \u0634\u0631\u0643\u0629 \u0623\u0628\u0644<\/h2>\n\n\n\n
\u062a\u0639\u062f \u0634\u0631\u0643\u0629 \u0623\u0628\u0644 \u0645\u062b\u0627\u0644\u0627\u064b \u0628\u0627\u0631\u0632\u064b\u0627 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u0646\u062c\u062d\u062a \u0641\u064a \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0644\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629. \u0645\u0646\u0630 \u062a\u0623\u0633\u064a\u0633\u0647\u0627\u060c \u062a\u0645\u0643\u0646\u062a \u0623\u0628\u0644 \u0645\u0646 \u062a\u062d\u0642\u064a\u0642 \u0646\u0645\u0648 \u0647\u0627\u0626\u0644 \u0644\u062a\u0635\u0628\u062d \u0648\u0627\u062d\u062f\u0629 \u0645\u0646 \u0623\u0643\u0628\u0631 \u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0641\u064a \u0627\u0644\u0639\u0627\u0644\u0645 (Mooradian et al., 2014, p. 51).<\/p>\n\n\n\n
\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0623\u0628\u0644 \u0644\u0623\u062f\u0648\u0627\u062a \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u064a<\/h3>\n\n\n\n
\u062a\u0639\u062a\u0645\u062f \u0623\u0628\u0644 \u0639\u0644\u0649 \u0645\u062c\u0645\u0648\u0639\u0629 \u0645\u062a\u0646\u0648\u0639\u0629 \u0645\u0646 \u0623\u062f\u0648\u0627\u062a \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u064a \u0644\u0641\u0647\u0645 \u0627\u0644\u0633\u0648\u0642 \u0648\u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0628\u0634\u0643\u0644 \u0623\u0641\u0636\u0644:<\/p>\n\n\n\n
1. \u062a\u062d\u0644\u064a\u0644 PESTEL: \u062a\u0633\u062a\u062e\u062f\u0645 \u0623\u0628\u0644 \u0647\u0630\u0627 \u0627\u0644\u0625\u0637\u0627\u0631 \u0644\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u0633\u064a\u0627\u0633\u064a\u0629 \u0648\u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0648\u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629 \u0648\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0648\u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u0648\u0627\u0644\u0642\u0627\u0646\u0648\u0646\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0624\u062b\u0631 \u0639\u0644\u0649 \u0623\u0639\u0645\u0627\u0644\u0647\u0627 (Mooradian et al., 2014, p. 114).<\/p>\n\n\n\n
2. \u062a\u062d\u0644\u064a\u0644 SWOT: \u062a\u0642\u0648\u0645 \u0627\u0644\u0634\u0631\u0643\u0629 \u0628\u062a\u062d\u0644\u064a\u0644 \u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629 \u0648\u0627\u0644\u0636\u0639\u0641 \u0648\u0627\u0644\u0641\u0631\u0635 \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0644\u062a\u062d\u062f\u064a\u062f \u0645\u0648\u0642\u0639\u0647\u0627 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0641\u064a \u0627\u0644\u0633\u0648\u0642 (Alsem, 2024, p. 297).<\/p>\n\n\n\n
3. \u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0642\u0648\u0649 \u0627\u0644\u062e\u0645\u0633 \u0644\u0628\u0648\u0631\u062a\u0631**: \u062a\u0633\u062a\u062e\u062f\u0645 \u0623\u0628\u0644 \u0647\u0630\u0627 \u0627\u0644\u0646\u0645\u0648\u0630\u062c \u0644\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0645\u0634\u0647\u062f \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a \u0641\u064a \u0635\u0646\u0627\u0639\u0629 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 (Tomczak et al., 2018, p. 39).<\/p>\n\n\n\n
\u0643\u064a\u0641 \u0627\u0633\u062a\u0641\u0627\u062f\u062a \u0623\u0628\u0644 \u0645\u0646 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u064a<\/h3>\n\n\n\n
1. \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0627\u0644\u0645\u0633\u062a\u0645\u0631: \u0645\u0646 \u062e\u0644\u0627\u0644 \u0641\u0647\u0645 \u0627\u0644\u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0648\u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629\u060c \u062a\u0645\u0643\u0646\u062a \u0623\u0628\u0644 \u0645\u0646 \u062a\u0637\u0648\u064a\u0631 \u0645\u0646\u062a\u062c\u0627\u062a \u0645\u0628\u062a\u0643\u0631\u0629 \u0645\u062b\u0644 \u0622\u064a\u0641\u0648\u0646 \u0648\u0622\u064a\u0628\u0627\u062f (Drummond et al., 2008, p. 35).<\/p>\n\n\n\n
2. \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0633\u0639\u064a\u0631<\/strong>: \u062a\u0628\u0646\u062a \u0623\u0628\u0644 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062a\u0633\u0639\u064a\u0631 \u0639\u0627\u0644\u064a\u0629 \u0644\u0645\u0646\u062a\u062c\u0627\u062a\u0647\u0627\u060c \u0645\u0639\u062a\u0645\u062f\u0629 \u0639\u0644\u0649 \u0642\u0648\u0629 \u0639\u0644\u0627\u0645\u062a\u0647\u0627 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0648\u0648\u0644\u0627\u0621 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 (Whalley, 2010, p. 55).<\/p>\n\n\n\n3. \u0627\u0644\u062a\u0646\u0648\u064a\u0639 \u0641\u064a \u0633\u0644\u0633\u0644\u0629 \u0627\u0644\u062a\u0648\u0631\u064a\u062f:<\/strong> \u0627\u0633\u062a\u062c\u0627\u0628\u0629 \u0644\u0644\u0645\u062e\u0627\u0637\u0631 \u0627\u0644\u0633\u064a\u0627\u0633\u064a\u0629 \u0648\u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629\u060c \u0642\u0627\u0645\u062a \u0623\u0628\u0644 \u0628\u062a\u0646\u0648\u064a\u0639 \u0645\u0648\u0627\u0642\u0639 \u0627\u0644\u062a\u0635\u0646\u064a\u0639 \u0627\u0644\u062e\u0627\u0635\u0629 \u0628\u0647\u0627 (Reed and Baird, 2019, p. 68).<\/p>\n\n\n\n4. \u0627\u0644\u062a\u0648\u0633\u0639 \u0627\u0644\u0639\u0627\u0644\u0645\u064a: <\/strong>\u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0646\u0627\u0634\u0626\u0629\u060c \u062a\u0645\u0643\u0646\u062a \u0623\u0628\u0644 \u0645\u0646 \u0627\u0644\u062a\u0648\u0633\u0639 \u0628\u0646\u062c\u0627\u062d \u0641\u064a \u0623\u0633\u0648\u0627\u0642 \u062c\u062f\u064a\u062f\u0629 \u0645\u062b\u0644 \u0627\u0644\u0635\u064a\u0646 \u0648\u0627\u0644\u0647\u0646\u062f (Mooradian et al., 2014, p. 53).<\/p>\n\n\n\n5. \u0627\u0644\u062a\u0643\u064a\u0641 \u0645\u0639 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629<\/strong>: \u062a\u0642\u0648\u0645 \u0623\u0628\u0644 \u0628\u062a\u0639\u062f\u064a\u0644 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0647\u0627 \u0627\u0633\u062a\u062c\u0627\u0628\u0629 \u0644\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0641\u064a \u0627\u0644\u0642\u0648\u0627\u0646\u064a\u0646 \u0648\u0627\u0644\u0644\u0648\u0627\u0626\u062d \u0627\u0644\u062f\u0648\u0644\u064a\u0629 (Damir, 2025, p. 191).<\/p>\n\n\n\n \u0646\u062a\u0627\u0626\u062c \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0623\u0628\u0644<\/h3>\n\n\n\n
\u0646\u062a\u064a\u062c\u0629 \u0644\u0647\u0630\u0647 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u0645\u0628\u0646\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u064a \u0627\u0644\u062f\u0642\u064a\u0642\u060c \u062d\u0642\u0642\u062a \u0623\u0628\u0644 \u0646\u062c\u0627\u062d\u0627\u062a \u0643\u0628\u064a\u0631\u0629:<\/p>\n\n\n\n
1. \u0646\u0645\u0648 \u0627\u0644\u0625\u064a\u0631\u0627\u062f\u0627\u062a:<\/strong> \u0627\u0631\u062a\u0641\u0639\u062a \u0625\u064a\u0631\u0627\u062f\u0627\u062a \u0623\u0628\u0644 \u0628\u0634\u0643\u0644 \u0643\u0628\u064a\u0631 \u0639\u0644\u0649 \u0645\u062f\u0627\u0631 \u0627\u0644\u0633\u0646\u0648\u0627\u062a (Mooradian et al., 2014, p. 54).<\/p>\n\n\n\n2. \u0642\u0648\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629: <\/strong>\u0623\u0635\u0628\u062d\u062a \u0623\u0628\u0644 \u0648\u0627\u062d\u062f\u0629 \u0645\u0646 \u0623\u0642\u0648\u0649 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0641\u064a \u0627\u0644\u0639\u0627\u0644\u0645 (Whalley, 2010, p. 56).<\/p>\n\n\n\n3. \u0627\u0644\u062a\u0641\u0648\u0642 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a: <\/strong>\u062d\u0627\u0641\u0638\u062a \u0623\u0628\u0644 \u0639\u0644\u0649 \u0645\u0643\u0627\u0646\u062a\u0647\u0627 \u0643\u0634\u0631\u0643\u0629 \u0631\u0627\u0626\u062f\u0629 \u0641\u064a \u0645\u062c\u0627\u0644 \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a (Tomczak et al., 2018, p. 40).<\/p>\n\n\n\n4. \u0648\u0644\u0627\u0621 \u0627\u0644\u0639\u0645\u0644\u0627\u0621: <\/strong>\u062a\u062a\u0645\u062a\u0639 \u0623\u0628\u0644 \u0628\u0642\u0627\u0639\u062f\u0629 \u0639\u0645\u0644\u0627\u0621 \u0642\u0648\u064a\u0629 \u0648\u0645\u062e\u0644\u0635\u0629 (Drummond et al., 2008, p. 36).<\/p>\n\n\n\n\u064a\u0638\u0647\u0631 \u0646\u062c\u0627\u062d \u0623\u0628\u0644 \u0643\u064a\u0641 \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u064a \u0627\u0644\u0634\u0627\u0645\u0644 \u0644\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0641\u0639\u0627\u0644\u0629 \u0648\u062a\u062d\u0642\u064a\u0642 \u0646\u0645\u0648 \u0645\u0633\u062a\u062f\u0627\u0645 \u0641\u064a \u0633\u0648\u0642 \u0634\u062f\u064a\u062f \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 (Alsem, 2024, p. 298).<\/p>\n\n\n\n
\u062f\u0645\u062c \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0645\u0639 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629<\/h2>\n\n\n\n
\u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0634\u0631\u0643\u0629<\/a><\/p>\n\n\n\n \u0643\u064a\u0641\u064a\u0629 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0646\u062a\u0627\u0626\u062c \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0641\u064a \u062a\u0637\u0648\u064a\u0631 \u0627\u0644\u062e\u0637\u0637 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629<\/h3>\n\n\n\n
1. \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0641\u0631\u0635 \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a: \u064a\u0633\u0627\u0639\u062f \u062a\u062d\u0644\u064a\u0644 SWOT \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u0646\u0627\u0634\u0626\u0629 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0648\u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629\u060c \u0645\u0645\u0627 \u064a\u0645\u0643\u0651\u0646 \u0627\u0644\u0645\u0633\u0648\u0642\u064a\u0646 \u0645\u0646 \u062a\u0635\u0645\u064a\u0645 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u062a\u0641\u064a\u062f \u0645\u0646 \u0627\u0644\u0641\u0631\u0635 \u0648\u062a\u062a\u062c\u0646\u0628 \u0627\u0644\u0645\u062e\u0627\u0637\u0631 (Alsem, 2024, p. 297).<\/p>\n\n\n\n
2. \u062a\u0643\u064a\u064a\u0641 \u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a: \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0646\u062a\u0627\u0626\u062c \u062a\u062d\u0644\u064a\u0644 PESTEL\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u0639\u062f\u064a\u0644 \u0639\u0646\u0627\u0635\u0631 \u0627\u0644\u0645\u0632\u064a\u062c \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a (\u0627\u0644\u0645\u0646\u062a\u062c\u060c \u0627\u0644\u0633\u0639\u0631\u060c \u0627\u0644\u0645\u0643\u0627\u0646\u060c \u0627\u0644\u062a\u0631\u0648\u064a\u062c) \u0644\u062a\u062a\u0646\u0627\u0633\u0628 \u0645\u0639 \u0627\u0644\u0638\u0631\u0648\u0641 \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0629 (Mooradian et al., 2014, p. 114).<\/p>\n\n\n\n
3. \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641\u0629: \u064a\u0633\u0627\u0639\u062f \u0641\u0647\u0645 \u0627\u0644\u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0627\u0644\u062f\u064a\u0645\u0648\u063a\u0631\u0627\u0641\u064a\u0629 \u0648\u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629 \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641\u0629 \u0628\u062f\u0642\u0629 \u0623\u0643\u0628\u0631 \u0648\u062a\u0637\u0648\u064a\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0645\u062e\u0635\u0635\u0629 \u0644\u0647\u0627 (Tomczak et al., 2018, p. 39).<\/p>\n\n\n\n
4. \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0641\u064a \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0648\u0627\u0644\u062e\u062f\u0645\u0627\u062a: \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0648\u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u0637\u0648\u064a\u0631 \u0645\u0646\u062a\u062c\u0627\u062a \u0648\u062e\u062f\u0645\u0627\u062a \u062c\u062f\u064a\u062f\u0629 \u062a\u0644\u0628\u064a \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0629 (Drummond et al., 2008, p. 35).<\/p>\n\n\n\n
5. \u062a\u0639\u062f\u064a\u0644 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0639\u064a\u0631: \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a \u0648\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u060c \u064a\u0645\u0643\u0646 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u0643\u064a\u064a\u0641 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0639\u064a\u0631 \u0644\u062a\u062d\u0642\u064a\u0642 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 (Whalley, 2010, p. 55).<\/p>\n\n\n\n
\u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u0645\u0631\u0627\u062c\u0639\u0629 \u0627\u0644\u0645\u0633\u062a\u0645\u0631\u0629 \u0644\u0644\u062a\u062d\u0644\u064a\u0644<\/h3>\n\n\n\n
\u062a\u0639\u062f \u0627\u0644\u0645\u0631\u0627\u062c\u0639\u0629 \u0627\u0644\u0645\u0633\u062a\u0645\u0631\u0629 \u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0636\u0631\u0648\u0631\u064a\u0629 \u0644\u0639\u062f\u0629 \u0623\u0633\u0628\u0627\u0628:<\/p>\n\n\n\n
1. \u0627\u0644\u062a\u0643\u064a\u0641 \u0645\u0639 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u0633\u0631\u064a\u0639\u0629: \u0641\u064a \u0639\u0627\u0644\u0645 \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0633\u0631\u064a\u0639 \u0627\u0644\u062a\u063a\u064a\u0631\u060c \u062a\u0633\u0627\u0639\u062f \u0627\u0644\u0645\u0631\u0627\u062c\u0639\u0629 \u0627\u0644\u0645\u0633\u062a\u0645\u0631\u0629 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0639\u0644\u0649 \u0627\u0644\u0628\u0642\u0627\u0621 \u0639\u0644\u0649 \u0627\u0637\u0644\u0627\u0639 \u0628\u0623\u062d\u062f\u062b \u0627\u0644\u062a\u0637\u0648\u0631\u0627\u062a \u0648\u0627\u0644\u0627\u0633\u062a\u062c\u0627\u0628\u0629 \u0644\u0647\u0627 \u0628\u0633\u0631\u0639\u0629 (Damir, 2025, p. 190).<\/p>\n\n\n\n
2. \u062a\u062d\u0633\u064a\u0646 \u0627\u0644\u0642\u062f\u0631\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629: \u062a\u0645\u0643\u0651\u0646 \u0627\u0644\u0645\u0631\u0627\u062c\u0639\u0629 \u0627\u0644\u0645\u0646\u062a\u0638\u0645\u0629 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0645\u0646 \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0641\u0631\u0635 \u0627\u0644\u062c\u062f\u064a\u062f\u0629 \u0642\u0628\u0644 \u0645\u0646\u0627\u0641\u0633\u064a\u0647\u0627\u060c \u0645\u0645\u0627 \u064a\u0639\u0632\u0632 \u0645\u0648\u0642\u0639\u0647\u0627 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a \u0641\u064a \u0627\u0644\u0633\u0648\u0642 (Reed and Baird, 2019, p. 70).<\/p>\n\n\n\n
3. \u062a\u062c\u0646\u0628 \u0627\u0644\u0645\u062e\u0627\u0637\u0631: \u062a\u0633\u0627\u0639\u062f \u0627\u0644\u0645\u0631\u0627\u062c\u0639\u0629 \u0627\u0644\u0645\u0633\u062a\u0645\u0631\u0629 \u0641\u064a \u062a\u062d\u062f\u064a\u062f \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u0629 \u0642\u0628\u0644 \u0623\u0646 \u062a\u0635\u0628\u062d \u0645\u0634\u0643\u0644\u0627\u062a \u0643\u0628\u064a\u0631\u0629\u060c \u0645\u0645\u0627 \u064a\u0633\u0645\u062d \u0628\u0627\u062a\u062e\u0627\u0630 \u0625\u062c\u0631\u0627\u0621\u0627\u062a \u0648\u0642\u0627\u0626\u064a\u0629 (Mooradian et al., 2014, p. 53).<\/p>\n\n\n\n
4. \u062a\u062d\u0633\u064a\u0646 \u0627\u062a\u062e\u0627\u0630 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a: \u062a\u0648\u0641\u0631 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0645\u062d\u062f\u062b\u0629 \u0628\u0627\u0633\u062a\u0645\u0631\u0627\u0631 \u0623\u0633\u0627\u0633\u064b\u0627 \u0623\u0641\u0636\u0644 \u0644\u0627\u062a\u062e\u0627\u0630 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 (Tomczak et al., 2018, p. 40).<\/p>\n\n\n\n
5. \u0627\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u0627\u0644\u0645\u0644\u0627\u0621\u0645\u0629: \u062a\u0636\u0645\u0646 \u0627\u0644\u0645\u0631\u0627\u062c\u0639\u0629 \u0627\u0644\u0645\u0646\u062a\u0638\u0645\u0629 \u0623\u0646 \u062a\u0638\u0644 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0645\u0644\u0627\u0626\u0645\u0629 \u0648\u0645\u062a\u0648\u0627\u0641\u0642\u0629 \u0645\u0639 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u062d\u0627\u0644\u064a\u0629 (Alsem, 2024, p. 298).<\/p>\n\n\n\n
\u0627\u0644\u062e\u0627\u062a\u0645\u0629<\/h2>\n\n\n\n
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\u0627\u0644\u0623\u0647\u0645 \u0645\u0646 \u0630\u0644\u0643\u060c \u0644\u0627 \u062a\u0639\u062a\u0628\u0631 \u0647\u0630\u0627 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0645\u0647\u0645\u0629 \u0644\u0645\u0631\u0629 \u0648\u0627\u062d\u062f\u0629. \u0642\u0645 \u0628\u0645\u0631\u0627\u062c\u0639\u0629 \u0648\u062a\u062d\u0633\u064a\u0646 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a\u0643 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0628\u0627\u0646\u062a\u0638\u0627\u0645 \u0628\u0646\u0627\u0621\u064b \u0639\u0644\u0649 \u0627\u0644\u062a\u063a\u064a\u0631\u0627\u062a \u0641\u064a \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629. \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u0628\u0646\u064a \u0647\u0630\u0627 \u0627\u0644\u0646\u0647\u062c \u0627\u0644\u0627\u0633\u062a\u0628\u0627\u0642\u064a\u060c \u064a\u0645\u0643\u0646\u0643 \u062a\u062d\u0648\u064a\u0644 \u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0625\u0644\u0649 \u0641\u0631\u0635\u060c \u0648\u0627\u0644\u0628\u0642\u0627\u0621 \u0641\u064a \u0635\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629\u060c \u0648\u062a\u062d\u0642\u064a\u0642 \u0627\u0644\u0646\u062c\u0627\u062d \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645 \u0641\u064a \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a \u0627\u0644\u064a\u0648\u0645. \u0627\u0644\u0622\u0646\u060c \u0627\u0646\u0637\u0644\u0642 \u0648\u0637\u0628\u0642 \u0647\u0630\u0647 \u0627\u0644\u0645\u0639\u0631\u0641\u0629 \u0644\u062a\u062d\u0642\u064a\u0642 \u0646\u062a\u0627\u0626\u062c \u0645\u0644\u0645\u0648\u0633\u0629 \u0644\u0634\u0631\u0643\u062a\u0643.<\/p>\n\n\n\n
\u0642\u0627\u0626\u0645\u0647 \u0627\u0644\u0645\u0631\u0627\u062c\u0639 <\/h6>\n\n\n\n
1. Alsem, K. J. (2024). Strategic Marketing Planning (2nd ed.). Abingdon, Oxon; New York, NY: Routledge.<\/p>\n\n\n\n
2. Damir. (2025). Environmental Scanning. [No additional publication information available]<\/p>\n\n\n\n
3. Drummond, G., Ensor, J., & Ashford, R. (2008). Strategic Marketing: Planning and Control (3rd ed.). Oxford: Butterworth-Heinemann.<\/p>\n\n\n\n
4. Mooradian, T. A., Matzler, K., & Ring, L. J. (2014). Strategic Marketing (1st ed.). Harlow, Essex: Pearson Education Limited.<\/p>\n\n\n\n
5. Reed, P., & Baird, M. (2019). Strategic Marketing: Decision-making and Planning (5th ed.). [No additional publication information available]<\/p>\n\n\n\n
6. Tomczak, T., Reinecke, S., & Kuss, A. (2018). Strategic Marketing. Wiesbaden: Springer Gabler.<\/p>\n\n\n\n
7. Whalley, A. (2010). Strategic Marketing. [No additional publication information available]<\/p>\n","protected":false},"excerpt":{"rendered":"
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