{"id":2598,"date":"2023-09-19T01:04:37","date_gmt":"2023-09-18T22:04:37","guid":{"rendered":"https:\/\/www.nutajr.com\/?p=2598"},"modified":"2023-09-19T01:04:37","modified_gmt":"2023-09-18T22:04:37","slug":"strategic-marketing","status":"publish","type":"post","link":"https:\/\/www.nutajr.com\/blog\/strategic-marketing\/","title":{"rendered":"\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a: \u062f\u0648\u0631\u0647 \u0648\u0623\u0647\u0645\u064a\u062a\u0647 \u0641\u064a \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u062a\u062c\u0627\u0631\u0629 \u0639\u0628\u0631 \u0627\u0644\u0625\u0646\u062a\u0631\u0646\u062a"},"content":{"rendered":"\n<p><strong>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a<\/strong> \u0647\u0648 \u0646\u0638\u0627\u0645 \u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a \u0648\u0645\u062d\u0648\u0631\u064a 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\u062c\u0632\u0621\u0627 \u0644\u0627 \u064a\u062a\u062c\u0632\u0623 \u0645\u0646 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0648<a href=\"https:\/\/motaber.com\/%D8%A7%D9%84%D8%AA%D8%AE%D8%B7%D9%8A%D8%B7-%D8%A7%D9%84%D8%A7%D8%B3%D8%AA%D8%B1%D8%A7%D8%AA%D9%8A%D8%AC%D9%8A\/\">\u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a<\/a>\u060c \u0648\u064a\u0646\u0637\u0648\u064a \u0639\u0644\u0649 \u0648\u0636\u0639 \u0648\u062a\u0646\u0641\u064a\u0630 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0648\u062e\u0637\u0637 \u0644\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645 \u0644\u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641 \u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0623\u062c\u0644. <\/p>\n\n\n\n<p> <strong>\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u0640\u0640\u0640\u062c\u064a<\/strong> \u064a\u0634\u0645\u0644 \u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0633\u0648\u0642\u060c \u0648\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646\u060c \u0648\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u062c\u0645\u0647\u0648\u0631 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641\u060c \u0648\u0625\u0646\u0634\u0627\u0621 \u0645\u0646\u062a\u062c\u0627\u062a \u0623\u0648 \u062e\u062f\u0645\u0627\u062a \u0645\u0645\u064a\u0632\u0629\u060c \u0648\u0625\u0646\u0634\u0627\u0621 \u0642\u0646\u0648\u0627\u062a \u062a\u0648\u0632\u064a\u0639 \u0641\u0639\u0627\u0644\u0629\u060c \u0648\u0635\u064a\u0627\u063a\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0639\u0649 \u0625\u0644\u0649 \u062a\u062d\u0642\u064a\u0642 \u0645\u064a\u0632\u0629 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class=\"has-text-align-center\"><strong>David Aaker<\/strong><\/p>\n<cite> \"\u064a\u062a\u0636\u0645\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0625\u0646\u0634\u0627\u0621 \u0648\u062a\u0646\u0641\u064a\u0630 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0644\u0628\u0646\u0627\u0621 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0648\u0627\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u064a\u0647\u0627. \u064a\u0631\u0643\u0632 \u0639\u0644\u0649 \u0641\u0647\u0645 \u0627\u062d\u062a\u064a\u0627\u062c\u0627\u062a \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0648\u0625\u0646\u0634\u0627\u0621 \u0639\u0631\u0648\u0636 \u0645\u062a\u0645\u0627\u064a\u0632\u0629\u060c \u0648\u062a\u0642\u062f\u064a\u0645 \u0642\u064a\u0645\u0629 \u0623\u0639\u0644\u0649 \u0644\u0644\u0639\u0645\u0644\u0627\u0621. \"<\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">\u0645\u0627 \u0647\u0648 \u062f\u0648\u0631 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u061f<\/h2>\n\n\n\n<p>\u064a\u0644\u0639\u0628 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u062f\u0648\u0631\u0627\u064b \u062d\u064a\u0648\u064a\u0627\u064b \u0641\u064a \u0646\u062c\u0627\u062d \u0627\u0644\u0645\u0646\u0638\u0645\u0627\u062a \u0648\u0647\u0648 \u0636\u0631\u0648\u0631\u064a \u0644\u062a\u062d\u0642\u064a\u0642 \u0623\u0647\u062f\u0627\u0641\u0647\u0627 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629.&nbsp;<\/p>\n\n\n\n<p>\u0646\u0633\u062a\u0639\u0631\u0636 \u0641\u064a\u0645\u0627 \u064a\u0644\u064a \u0628\u0639\u0636 \u0627\u0644\u0623\u062f\u0648\u0627\u0631 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 \u0644\u0644\u062a\u0633\u0648\u064a\u0642 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\u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a. \u062a\u0633\u062a\u0644\u0632\u0645 \u0647\u0630\u0647 \u0627\u0644\u0645\u0631\u062d\u0644\u0629 \u062a\u062d\u062f\u064a\u062f \u0623\u0647\u062f\u0627\u0641 \u0648\u0627\u0636\u062d\u0629 \u0648\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u062c\u0645\u0647\u0648\u0631 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641 \u0648\u0635\u064a\u0627\u063a\u0629 \u0639\u0631\u0636 \u0642\u064a\u0645\u0629 \u0641\u0631\u064a\u062f. \u0645\u062b\u0627\u0644 \u0643\u0644\u0627\u0633\u064a\u0643\u064a \u0647\u0648 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0644\u0634\u0631\u0643\u0629 <strong>Apple <\/strong>\u0644\u062c\u0647\u0627\u0632 <strong>iPhone<\/strong>. \u062d\u062f\u062f\u062a <strong>Apple <\/strong>\u062c\u0645\u0647\u0648\u0631\u0647\u0627 \u0627\u0644\u0645\u0633\u062a\u0647\u062f\u0641 \u0643\u0623\u0641\u0631\u0627\u062f \u0628\u0627\u0631\u0639\u064a\u0646 \u0641\u064a \u0645\u062c\u0627\u0644 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u064a\u0628\u062d\u062b\u0648\u0646 \u0639\u0646 \u0645\u0632\u064a\u062c \u0633\u0644\u0633 \u0645\u0646 \u0627\u0644\u0648\u0638\u0627\u0626\u0641 \u0648\u0627\u0644\u0623\u0633\u0644\u0648\u0628\u060c \u0648\u0623\u0643\u062f\u062a \u0625\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u062a\u0647\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a\u0629 \u0639\u0644\u0649 \u062a\u0635\u0645\u064a\u0645 <strong>iPhone <\/strong>\u0648\u0648\u0627\u062c\u0647\u0629 \u0633\u0647\u0644\u0629 \u0627\u0644\u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0648\u062a\u0643\u0627\u0645\u0644 \u0627\u0644\u0646\u0638\u0627\u0645 \u0627\u0644\u0628\u064a\u0626\u064a.<\/p>\n\n\n\n<p>\u062a\u062a\u0636\u0645\u0646 \u0645\u0631\u062d\u0644\u0629 \u0627\u0644\u062a\u0646\u0641\u064a\u0630 \u062a\u0631\u062c\u0645\u0629 \u0627\u0644\u062e\u0637\u0637 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0625\u0644\u0649 \u0625\u062c\u0631\u0627\u0621\u0627\u062a \u0645\u0644\u0645\u0648\u0633\u0629\u060c \u062a\u063a\u0637\u064a \u062c\u0648\u0627\u0646\u0628 \u0645\u062b\u0644 \u062a\u0637\u0648\u064a\u0631 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0648\u0627\u0644\u062a\u0633\u0639\u064a\u0631 \u0648\u0627\u0644\u062a\u0631\u0648\u064a\u062c \u0648\u0627\u0644\u062a\u0648\u0632\u064a\u0639. \u062d\u0627\u0644\u0629 \u062a\u0648\u0636\u064a\u062d\u064a\u0629 \u0647\u0646\u0627 \u0647\u064a \u062d\u0645\u0644\u0629 \u00ab\u0634\u0627\u0631\u0643 \u0641\u062d\u0645 \u0627\u0644\u0643\u0648\u0643\u00bb \u0645\u0646 \u0642\u0628\u0644 Coca-Cola. \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u062e\u0635\u064a\u0635 \u0645\u0646\u062a\u062c\u0627\u062a\u0647\u0645 \u0628\u0623\u0633\u0645\u0627\u0621 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u062a\u0634\u062c\u064a\u0639 \u0627\u0644\u0645\u0634\u0627\u0631\u0643\u0629\u060c \u0634\u0647\u062f\u062a Coca-Cola \u062f\u0641\u0639\u0629 \u0643\u0628\u064a\u0631\u0629 \u0641\u064a \u0627\u0644\u0645\u0628\u064a\u0639\u0627\u062a \u0648\u0627\u0644\u0645\u0634\u0627\u0631\u0643\u0629.<\/p>\n\n\n\n<p>\u0648\u0644\u0636\u0645\u0627\u0646 \u0641\u0639\u0627\u0644\u064a\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u060c \u0641\u0625\u0646 \u0627\u0644\u062a\u0642\u064a\u064a\u0645 \u0648\u0627\u0644\u0642\u064a\u0627\u0633 \u0645\u0631\u062d\u0644\u062a\u0627\u0646 \u0644\u0627 \u063a\u0646\u0649 \u0639\u0646\u0647\u0645\u0627. \u062a\u0624\u0643\u062f \u0627\u0644\u062f\u0631\u0627\u0633\u0627\u062a\u060c \u0645\u062b\u0644 \u062a\u0644\u0643 \u0627\u0644\u062a\u064a \u0623\u062c\u0631\u062a\u0647\u0627 <strong>MIT Sloan Management Review<\/strong>\u060c \u0639\u0644\u0649 \u0623\u0647\u0645\u064a\u0629 \u0635\u0646\u0639 \u0627\u0644\u0642\u0631\u0627\u0631 \u0627\u0644\u0642\u0627\u0626\u0645 \u0639\u0644\u0649 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0641\u064a \u0627\u0644\u062a\u0633\u0648\u064a\u0642. \u062a\u0639\u062a\u0628\u0631 \u0627\u0644\u0645\u0642\u0627\u064a\u064a\u0633 \u0645\u062b\u0644 <strong>\u0639\u0627\u0626\u062f \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 (ROI)<\/strong> \u0648\u062a\u0643\u0644\u0641\u0629 \u0627\u0643\u062a\u0633\u0627\u0628 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 (<strong>CAC<\/strong>) \u0648\u0642\u064a\u0645\u0629 \u0639\u0645\u0631 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 (<strong>CLV<\/strong>) \u0623\u0645\u0631\u064b\u0627 \u062d\u064a\u0648\u064a\u064b\u0627 \u0644\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0623\u062f\u0627\u0621.<\/p>\n\n\n\n<p>\u0623\u062e\u064a\u0631\u064b\u0627\u060c \u062a\u0639\u062a\u0628\u0631 \u0627\u0644\u0645\u0631\u0627\u062d\u0644 \u0627\u0644\u0645\u0633\u062a\u0645\u0631\u0629 \u0644\u0644\u0631\u0635\u062f \u0627\u0644\u0645\u0633\u062a\u0645\u0631 \u0648\u0627\u0644\u062a\u0643\u064a\u0641 \u062d\u0627\u0633\u0645\u0629 \u0641\u064a \u0645\u0634\u0647\u062f \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u0645\u062a\u0637\u0648\u0631 \u0628\u0627\u0633\u062a\u0645\u0631\u0627\u0631. \u064a\u0639\u062f \u062a\u0637\u0648\u0631 <strong>Netflix <\/strong>\u0645\u0646 \u062e\u062f\u0645\u0629 \u062a\u0623\u062c\u064a\u0631 \u0623\u0642\u0631\u0627\u0635 <strong>DVD <\/strong>\u0625\u0644\u0649 \u0642\u0648\u0629 \u0627\u0644\u0628\u062b \u0645\u062b\u0627\u0644\u064b\u0627 \u0628\u0627\u0631\u0632\u064b\u0627 \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0629 \u0627\u0644\u062a\u064a \u0642\u0627\u0645\u062a \u0628\u0627\u0633\u062a\u0645\u0631\u0627\u0631 \u0628\u062a\u0643\u064a\u064a\u0641 \u0646\u0647\u062c\u0647\u0627 \u0627\u0644\u062a\u0633\u0648\u064a\u0642\u064a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0644\u0644\u0628\u0642\u0627\u0621 \u0641\u064a \u0627\u0644\u0645\u0642\u062f\u0645\u0629 \u0641\u064a \u0635\u0646\u0627\u0639\u0629 \u0627\u0644\u062a\u0631\u0641\u064a\u0647 \u0627\u0644\u0631\u0642\u0645\u064a.<\/p>\n\n\n\n<p>\u0648\u0641\u064a \u0627\u0644\u062e\u062a\u0627\u0645\u060c \u062a\u0634\u0643\u0644 \u0645\u0631\u0627\u062d\u0644 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0646\u0647\u062c\u0627 \u0645\u0646\u0647\u062c\u064a\u0627 \u0644\u0635\u064a\u0627\u063a\u0629 \u0648\u062a\u0646\u0641\u064a\u0630 <a href=\"https:\/\/motaber.com\/%D8%A5%D8%B3%D8%AA%D8%B1%D8%A7%D8%AA%D9%8A%D8%AC%D9%8A%D8%A9-%D8%A7%D9%84%D8%AA%D8%B3%D9%88%D9%8A%D9%82\/\">\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u062a\u0633\u0648\u064a\u0642<\/a> \u0641\u0639\u0627\u0644\u0629. \u062b\u0628\u062a \u0623\u0646 \u0647\u0630\u0647 \u0627\u0644\u0645\u0631\u0627\u062d\u0644\u060c \u0639\u0646\u062f \u062a\u0637\u0628\u064a\u0642\u0647\u0627 \u0628\u062f\u0642\u0629 \u0648\u062f\u0639\u0645\u0647\u0627 \u0628\u0631\u0624\u0649 \u0642\u0627\u0626\u0645\u0629 \u0639\u0644\u0649 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a\u060c \u062a\u062f\u0641\u0639 \u0646\u062c\u0627\u062d \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0648\u0627\u0644\u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0627\u0644\u062a\u0643\u064a\u0641 \u0641\u064a \u0633\u0648\u0642 \u0633\u0631\u064a\u0639 \u0627\u0644\u062a\u063a\u064a\u0631.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u0645\u0627 \u0647\u0648 \u0627\u0644\u063a\u0631\u0636 \u0645\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u061f<\/h2>\n\n\n\n<p>\u0627\u0644\u063a\u0631\u0636 \u0645\u0646 \u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0645\u062a\u0639\u062f\u062f \u0627\u0644\u0623\u0648\u062c\u0647\u060c 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