{"id":32013,"date":"2024-10-28T15:41:38","date_gmt":"2024-10-28T11:41:38","guid":{"rendered":"https:\/\/cue.edu.ge\/?post_type=articles&#038;p=32013"},"modified":"2025-05-21T16:21:09","modified_gmt":"2025-05-21T12:21:09","slug":"shida-marketingis-mnishvneloba-adamianuri-kapitalis-epheqturi-menejmentisathvis-qarthul-kompaniebshi","status":"publish","type":"articles","link":"https:\/\/cue.edu.ge\/en\/articles\/shida-marketingis-mnishvneloba-adamianuri-kapitalis-epheqturi-menejmentisathvis-qarthul-kompaniebshi\/","title":{"rendered":"\u10e8\u10d8\u10d3\u10d0 \u10db\u10d0\u10e0\u10d9\u10d4\u10e2\u10d8\u10dc\u10d2\u10d8\u10e1 \u10db\u10dc\u10d8\u10e8\u10d5\u10dc\u10d4\u10da\u10dd\u10d1\u10d0 \u10d0\u10d3\u10d0\u10db\u10d8\u10d0\u10dc\u10e3\u10e0\u10d8 \u10d9\u10d0\u10de\u10d8\u10e2\u10d0\u10da\u10d8\u10e1 \u10d4\u10e4\u10d4\u10e5\u10e2\u10e3\u10e0\u10d8 \u10db\u10d4\u10dc\u10d4\u10ef\u10db\u10d4\u10dc\u10e2\u10d8\u10e1\u10d0\u10d7\u10d5\u10d8\u10e1 \u10e5\u10d0\u10e0\u10d7\u10e3\u10da \u10d9\u10dd\u10db\u10de\u10d0\u10dc\u10d8\u10d4\u10d1\u10e8\u10d8"},"content":{"rendered":"<div class=\"detail-content\">\n<p><strong>\u10da\u10d8\u10d0 \u10d2\u10d4\u10dc\u10d4\u10da\u10d8\u10eb\u10d4<\/strong><\/p>\n<p>\u10db\u10dd\u10ec\u10d5\u10d4\u10e3\u10da\u10d8 \u10db\u10d0\u10e1\u10ec\u10d0\u10d5\u10da\u10d4\u10d1\u10d4\u10da\u10d8, \u10d0\u10d9\u10d0\u10d9\u10d8 \u10ec\u10d4\u10e0\u10d4\u10d7\u10da\u10d8\u10e1 \u10e1\u10d0\u10ee\u10d4\u10da\u10db\u10ec\u10d8\u10e4\u10dd \u10e3\u10dc\u10d8\u10d5\u10d4\u10e0\u10e1\u10d8\u10e2\u10d4\u10e2\u10d8<\/p>\n<p><a href=\"mailto:lia.genelidze@atsu.edu.ge\">lia.genelidze@atsu.edu.ge<\/a><\/p>\n<p><strong>\u10d7\u10d4\u10d0 \u10d5\u10d0\u10da\u10d8\u10e8\u10d5\u10d8\u10da\u10d8<\/strong><\/p>\n<p>\u10d4\u10d9\u10dd\u10dc\u10dd\u10db\u10d8\u10d9\u10d8\u10e1 \u10d3\u10dd\u10e5\u10e2\u10dd\u10e0\u10d8, \u10d0\u10e1\u10dd\u10ea\u10d8\u10e0\u10d4\u10d1\u10e3\u10da\u10d8 \u10de\u10e0\u10dd\u10e4\u10d4\u10e1\u10dd\u10e0\u10d8, 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\u10d2\u10d0\u10e2\u10d0\u10e0\u10d4\u10d1\u10d0\u10d6\u10d4 \u10d6\u10e0\u10e3\u10dc\u10d5\u10d0, \u10d3\u10d0\u10e1\u10d0\u10e5\u10db\u10d4\u10d1\u10e3\u10da\u10d7\u10d0\u10d7\u10d5\u10d8\u10e1 \u10db\u10d8\u10dc\u10d8\u10db\u10d0\u10da\u10e3\u10e0\u10d8 \u10ec\u10d0\u10ee\u10d0\u10da\u10d8\u10e1\u10d4\u10d1\u10d4\u10d1\u10d8\u10e1, \u10e1\u10d0\u10d3\u10d0\u10d6\u10e6\u10d5\u10d4\u10d5\u10dd \u10de\u10d0\u10d9\u10d4\u10e2\u10d4\u10d1\u10d8\u10e1\u10d0 \u10d3\u10d0 \u10d9\u10dd\u10e0\u10de\u10dd\u10e0\u10d0\u10ea\u10d8\u10e3\u10da\u10d8 \u10e1\u10d0\u10e6\u10d0\u10db\u10dd\u10d4\u10d1\u10d8\u10e1 \u10dc\u10d0\u10ea\u10d5\u10da\u10d0\u10d3, \u10d8\u10dc\u10d3\u10d8\u10d5\u10d8\u10d3\u10e3\u10d0\u10da\u10e3\u10e0\u10d8, \u10db\u10d0\u10d7\u10d6\u10d4 \u10db\u10dd\u10e0\u10d2\u10d4\u10d1\u10e3\u10da\u10d8 \u10e6\u10dd\u10dc\u10d8\u10e1\u10eb\u10d8\u10d4\u10d1\u10d4\u10d1\u10d8\u10e1 \u10d2\u10d0\u10dc\u10ee\u10dd\u10e0\u10ea\u10d8\u10d4\u10da\u10d4\u10d1\u10d0, \u10e0\u10d0\u10ea \u10d0\u10d3\u10d0\u10db\u10d8\u10d0\u10dc\u10d4\u10d1\u10e1 \u10d7\u10d5\u10d8\u10d7\u10e0\u10d4\u10d0\u10da\u10d8\u10d6\u10d4\u10d1\u10d8\u10e1\u10d0 \u10d3\u10d0 \u10d0\u10e5\u10e2\u10d8\u10e3\u10e0\u10d8 \u10db\u10e3\u10e8\u10d0\u10dd\u10d1\u10d8\u10e1 \u10e8\u10d4\u10e1\u10d0\u10eb\u10da\u10d4\u10d1\u10da\u10dd\u10d1\u10d0\u10e1 \u10db\u10d8\u10e1\u10ea\u10d4\u10db\u10e1, \u10ee\u10dd\u10da\u10dd \u10e1\u10d0\u10db\u10e1\u10d0\u10ee\u10e3\u10e0\u10d8 \u10db\u10ee\u10dd\u10da\u10dd\u10d3 \u10ee\u10d4\u10da\u10e4\u10d0\u10e1\u10d8\u10e1 \u10db\u10d8\u10e6\u10d4\u10d1\u10d8\u10e1 \u10e1\u10d0\u10e8\u10e3\u10d0\u10da\u10d4\u10d1\u10d0 \u10d0\u10e0 \u10d8\u10e5\u10dc\u10d4\u10d1\u10d0. \u10ea\u10ee\u10d0\u10d3\u10d8\u10d0, \u10e8\u10d8\u10d3\u10d0 \u10db\u10d0\u10e0\u10d9\u10d4\u10e2\u10d8\u10dc\u10d2\u10d8\u10e1 \u10d0\u10e5\u10e2\u10d8\u10e3\u10e0\u10d0\u10d3 \u10d3\u10d0\u10dc\u10d4\u10e0\u10d2\u10d5\u10d0 \u10e5\u10d0\u10e0\u10d7\u10e3\u10da \u10d9\u10dd\u10db\u10de\u10d0\u10dc\u10d8\u10d4\u10d1\u10e8\u10d8 \u10d3\u10e0\u10dd\u10d8\u10e1 \u10e1\u10d0\u10d9\u10d8\u10d7\u10ee\u10d8\u10d0, \u10d7\u10e3\u10db\u10ea\u10d0 \u10db\u10d8\u10e1\u10d8 \u10db\u10dc\u10d8\u10e8\u10d5\u10dc\u10d4\u10da\u10dd\u10d1\u10d0 \u10db\u10d6\u10d0\u10e0\u10d3\u10d8 \u10d3\u10d0 \u10e8\u10d4\u10e3\u10ea\u10d5\u10da\u10d4\u10da\u10d8\u10d0.<\/p>\n<\/div>\n<div class=\"detail-content\"><strong>\u10e1\u10d0\u10d9\u10d5\u10d0\u10dc\u10eb\u10dd \u10e1\u10d8\u10e2\u10e7\u10d5\u10d4\u10d1\u10d8:<\/strong>\u00a0\u10db\u10d0\u10e0\u10d9\u10d4\u10e2\u10d8\u10dc\u10d2\u10d8, \u10e8\u10d8\u10d3\u10d0 \u10db\u10d0\u10e0\u10d9\u10d4\u10e2\u10d8\u10dc\u10d2\u10d8, \u10d0\u10d3\u10d0\u10db\u10d8\u10d0\u10dc\u10e3\u10e0\u10d8 \u10d9\u10d0\u10de\u10d8\u10e2\u10d0\u10da\u10d8, \u10e5\u10d0\u10e0\u10d7\u10e3\u10da\u10d8 \u10d9\u10dd\u10db\u10de\u10d0\u10dc\u10d8\u10d4\u10d1\u10d8<\/div>\n<div class=\"detail-content\"><strong>JEL:<\/strong>\u00a0M31, O15<\/div>\n<div class=\"detail-content\"><strong>DOI:<\/strong>\u00a0<a href=\"https:\/\/doi.org\/10.52244\/c.2023.11.26\" target=\"_blank\" rel=\"noopener\"><strong>https:\/\/doi.org\/10.52244\/c.2023.11.26<\/strong><\/a><\/div>\n<div class=\"detail-content\">\n<p><strong>\u10ea\u10d8\u10e2\u10d8\u10e0\u10d4\u10d1\u10d8\u10e1\u10d0\u10d7\u10d5\u10d8\u10e1:<\/strong>\u10d2\u10d4\u10dc\u10d4\u10da\u10d8\u10eb\u10d4 \u10da., \u10d5\u10d0\u10da\u10d8\u10e8\u10d5\u10d8\u10da\u10d8 \u10d7. (2023) \u10e8\u10d8\u10d3\u10d0 \u10db\u10d0\u10e0\u10d9\u10d4\u10e2\u10d8\u10dc\u10d2\u10d8\u10e1 \u10db\u10dc\u10d8\u10e8\u10d5\u10dc\u10d4\u10da\u10dd\u10d1\u10d0 \u10d0\u10d3\u10d0\u10db\u10d8\u10d0\u10dc\u10e3\u10e0\u10d8 \u10d9\u10d0\u10de\u10d8\u10e2\u10d0\u10da\u10d8\u10e1 \u10d4\u10e4\u10d4\u10e5\u10e2\u10e3\u10e0\u10d8 \u10db\u10d4\u10dc\u10d4\u10ef\u10db\u10d4\u10dc\u10e2\u10d8\u10e1\u10d0\u10d7\u10d5\u10d8\u10e1 \u10e5\u10d0\u10e0\u10d7\u10e3\u10da \u10d9\u10dd\u10db\u10de\u10d0\u10dc\u10d8\u10d4\u10d1\u10e8\u10d8. \u10e1\u10d0\u10d4\u10e0\u10d7\u10d0\u10e8\u10dd\u10e0\u10d8\u10e1\u10dd \u10e1\u10d0\u10db\u10d4\u10ea\u10dc\u10d8\u10d4\u10e0\u10dd \u10d9\u10dd\u10dc\u10e4\u10d4\u10e0\u10d4\u10dc\u10ea\u10d8\u10d0\u00a0 \u201e\u10d0\u10d3\u10d0\u10db\u10d8\u10d0\u10dc\u10e3\u10e0\u10d8 \u10d9\u10d0\u10de\u10d8\u10e2\u10d0\u10da\u10d8, \u10d8\u10dc\u10e1\u10e2\u10d8\u10e2\u10e3\u10e2\u10d4\u10d1\u10d8, \u10d4\u10d9\u10dd\u10dc\u10dd\u10db\u10d8\u10d9\u10e3\u10e0\u10d8 \u10d6\u10e0\u10d3\u10d0\u201c. \u10e8\u10e0\u10dd\u10db\u10d4\u10d1\u10d8\u10e1 \u10d9\u10e0\u10d4\u10d1\u10e3\u10da\u10d8. \u10e5\u10e3\u10d7\u10d0\u10d8\u10e1\u10d8\u10e1 \u10e3\u10dc\u10d8\u10d5\u10d4\u10e0\u10e1\u10d8\u10e2\u10d4\u10e2\u10d8. \u10d2\u10d5. 209 &#8211; 218. DOI:\u00a0 https:\/\/doi.org\/10.52244\/c.2023.11.26<\/p>\n<\/div>\n<div class=\"detail-content\">\n<h4><a href=\"https:\/\/cue.edu.ge\/Articles_pdf\/f46383f86d09da6db254fccfe2b43cc9.pdf\" target=\"_blank\" rel=\"noopener\"><strong>\u10e1\u10e2\u10d0\u10e2\u10d8\u10d0<\/strong><\/a><\/h4>\n<h4><\/h4>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"detail-content\">\n<p><strong>\u10d2\u10d0\u10db\u10dd\u10e7\u10d4\u10dc\u10d4\u10d1\u10e3\u10da\u10d8 \u10da\u10d8\u10e2\u10d4\u10e0\u10d0\u10e2\u10e3\u10e0\u10d0:<\/strong><\/p>\n<p>\u10d4. \u10e5\u10d0\u10e0\u10d3\u10d0\u10d5\u10d0 (2018) \u10d3\u10d0\u10e1\u10d0\u10e5\u10db\u10d4\u10d1\u10e3\u10da\u10d7\u10d0 \u10e3\u10e4\u10da\u10d4\u10d1\u10d4\u10d1\u10d8 \u10e1\u10d0\u10d4\u10e0\u10d7\u10d0\u10e8\u10dd\u10e0\u10d8\u10e1\u10dd \u10db\u10d8\u10d3\u10d2\u10dd\u10db\u10d4\u10d1\u10d8, \u10d0\u10e1\u10dd\u10ea\u10d8\u10e0\u10d4\u10d1\u10d8\u10e1 \u10e8\u10d4\u10d7\u10d0\u10dc\u10ee\u10db\u10d4\u10d1\u10d8\u10e1 \u10d5\u10d0\u10da\u10d3\u10d4\u10d1\u10e3\u10da\u10d4\u10d1\u10d4\u10d1\u10d8, \u10e1\u10d0\u10e5\u10d0\u10e0\u10d7\u10d5\u10d4\u10da\u10dd\u10e1 \u10e0\u10d4\u10d0\u10da\u10dd\u10d1\u10d0, \u10e0\u10d4\u10e4\u10dd\u10e0\u10db\u10d4\u10d1\u10d8, \u10db\u10d8\u10db\u10d0\u10e0\u10d7\u10d4\u10d1\u10d0 \u10d4\u10d5\u10e0\u10dd\u10de\u10d0\u10e1\u10d7\u10d0\u10dc<\/p>\n<p>Ahmed, P. K. and Rafiq, M. (2002). Internal Marketing: Tools and Concepts for Customer-focused Management. New York: Routledge<\/p>\n<p>Ahmed, P. K., Rafig, M., &amp; Saad, N. M. (2003). Internal marketing and the mediating role of organisational competencies. European Journal of Marketing, 37(9), 1221\u20131241. Retrieved from http:\/\/ceres.emeraldinsight.com\/<\/p>\n<p>Ballantyne, D. (2000). The strengths and weaknesses of internal marketing. In Internal Marketing. Routledge. https:\/\/doi.org\/doi:10.4324\/9780203207352.ch3<\/p>\n<p>Ballantyne, D., Christopher, M. and Payne, A. (1995). Improving the quality of services marketing: Service (re) design is the critical link. Journal of Marketing Management, 11(1-3), 7-24.<\/p>\n<p>Bansal, H. S., Mendelson, M. B., &amp; Sharma, B. (2001). The impact of internal marketing activities on external marketing outcomes. Journal of Quality Management. Retrieved from http:\/\/www.sciencedirect.com\/<\/p>\n<p>Chan, K. C., Gee, M. V., &amp; Steiner, T. L. (2000). Employee happiness and corporate financial performance. Financial Practice &amp; Education, 10(2), 47-52<\/p>\n<p>Ferdous, A. S., &amp; Polonsky, M. (2014). The impact of frontline employees\u2019 perceptions of internal marketing on employee outcomes. Journal of Strategic Marketing, 22(4), 300\u2013315. Retrieved from http:\/\/10.0.4.56\/0965254X.2013.876077<\/p>\n<p>Foreman, S. K., &amp; Money, A. H. (1995). Internal marketing: Concepts, measurement and application. Journal of Marketing Management, 11(8), 755\u2013768. https:\/\/doi.org\/10.1080\/0267257X.1995.9964388<\/p>\n<p>Kotler, P. (1997). Marketing Management \u2013 Analysis, Planning, Implementation and Control. Upper Saddle River, NJ: Prentice Hall<\/p>\n<p>Kotler F., Armstrong G. (2015), Fundamentals of Marketing, Tbilisi, Georgia, pg.5. Bakur Sulakauri Publishing<\/p>\n<p>Narteh, B., &amp; Odoom, R. (2015). Does Internal Marketing Influence Employee Loyalty? Evidence From the Ghanaian<\/p>\n<\/div>\n","protected":false},"featured_media":0,"template":"","meta":{"_acf_changed":false},"gonisdziebebi":[101],"class_list":["post-32013","articles","type-articles","status-publish","hentry","gonisdziebebi-2023-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/cue.edu.ge\/en\/wp-json\/wp\/v2\/articles\/32013","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cue.edu.ge\/en\/wp-json\/wp\/v2\/articles"}],"about":[{"href":"https:\/\/cue.edu.ge\/en\/wp-json\/wp\/v2\/types\/articles"}],"wp:attachment":[{"href":"https:\/\/cue.edu.ge\/en\/wp-json\/wp\/v2\/media?parent=32013"}],"wp:term":[{"taxonomy":"gonisdziebebi","embeddable":true,"href":"https:\/\/cue.edu.ge\/en\/wp-json\/wp\/v2\/gonisdziebebi?post=32013"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}