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www.infobusiness2.

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2009

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www.infobusiness2.ru

2010

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CONTENTS

20 -
:

11

13

15

16

17

18

10

19

21

23

25

7 2

27

2 :

28

30

10

31

#1.

32

#2.

33
#3.

34

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2010

4|

#4. ,

35
#5.

36

#6.

37

#7. ,

38

#8.

39

#9.

40

#10.

41
10

42

#1.

43

#2. (Offer).

44

#3. (Deadline).

45
#4.

46

#5.

47

#6.

48

#7. ,

49
#8. ( )

50

|5

#9.

51

#10.

52

53

54

55

57

58

60

61

62

63

65

66

40

67

70

71

Case Study: 20 250

72

73

Lead Generation

74

Case Study:

75

6 -

76

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2010

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77

78

B2B

79

80

81

How to sell when people do not want to buy

83

84

85

87

90

|7


. .
, , , , . ,
, , .
American Express
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www.infobusiness2.ru
2010

8|

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|9

20
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1.

. Offer Deadline

2.

- . ( Lead Generation ).

3.

4.

offer

5.

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6.

.
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7.

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800-. ,
24 .
.

8.

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10.
11. (,
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12. ,

www.infobusiness2.ru
2010

10 |

:
13.
/
14.
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16. () ,

17.
/
18. ,
.
19. Offer.
deadline. .
20. :
.

| 11

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www.infobusiness2.ru
2010

12 |

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| 13


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Lead Generation.

,
.

www.infobusiness2.ru
2010

14 |

- .
99% .
,

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, ...
,
, .
!!!
:
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.

| 15


?
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, sales letter
( ),
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, sales letter,
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,
, .
.

www.infobusiness2.ru
2010

16 |

?
, -
.

.
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.
.
, ,
, .
, 90% ,
.
7-8 .
.

| 17

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www.infobusiness2.ru
2010

18 |

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.
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| 19

10
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.

2.

2 .
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- .

3.


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4.

.
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.

5.

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6.

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,
.

www.infobusiness2.ru
2010

20 |

:
7.

. ,
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.

8.



.

.

9.

.
. ,
! ,
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.

10. .
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| 21


,
100-500 , ,
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.
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back-end,
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.
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www.infobusiness2.ru
2010

22 |

, :
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| 23


. ,

.
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!
300 , ,
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10, . 300,
50?
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80
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,
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.
. 300 ,
,
.
,
, .

www.infobusiness2.ru
2010

24 |

! . ,
.
, ,
..
. ,
.
. -
, ,
, . Google, ,
, 50 .
, , ,
.

| 25

, , ,
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! :)
newsletters - , ,
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.
( ,
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4 .)
,
10 . 2 .
?


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.
.
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, ,
.

www.infobusiness2.ru
2010

26 |

,
.
,
,
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7 100 . 3.
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.
?
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-, ? ;)

P.S.
,
.

| 27

7 2
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2.

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3.

4.

5.



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.

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www.infobusiness2.ru
2010

28 |

2 :

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.
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.
100 , . 18
100 .
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:)
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13:00 . .
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| 29

upsell
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:)

www.infobusiness2.ru
2010

30 |


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(
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:)

| 31

10
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- (
),
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.
(, , .
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.)
, ...

www.infobusiness2.ru
2010

32 |

#1.
.


, - .
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,
, -
,

,
,
.
,
,
, -
,
,
. .
...
.
,
Direct Response. ( :)

| 33

#2.

- .
!!!
. .
7
. .
(
) 100.
, , , 2-3
, , .
.
(, , ) .
.

www.infobusiness2.ru
2010

34 |

#3.

. ,
.
,
: , .
Newsletters, , ,
, . - .
, Voice
Broadcast? ,

.
. ?

| 35

#4.
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...
.
,

?
( . , ,
:)
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,
- .
,
.

.

www.infobusiness2.ru
2010

36 |

#5.

, -
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(, 3 , - .)
, 3, 4 6
, , .

.

| 37

#6.

, , ,
.
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. , ,
, .
,
.
,
.
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.
Sales Letter, - ,
.
. ,
. , , .

www.infobusiness2.ru
2010

38 |

#7.
,
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) .
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.
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?).
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...
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.

| 39

#8.

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.
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) .
,
.
, -
.
, ,
, - ,
.
,
-...
99% , , .
, , .
15-20
.
. .

www.infobusiness2.ru
2010

40 |

#9.
?
, , ,
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10 , 10
.
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70-80%
.

| 41

#10.

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!!! 10%!!!

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10 .
.
.

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?

www.infobusiness2.ru
2010

42 |

10
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10
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| 43

#1.
, 50% .
, , ,
.
10-12 ,
,
.
,
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. ( 3-5.)
:
-
-
-
- #1
-
.
, 10 __()___,
. 10 ________________.
, .

www.infobusiness2.ru
2010

44 |

#2.
(OFFER).
.
.
,
,
,
.
,
.
, .
.
.

| 45

#3.
(DEADLINE).
.
,
.
,
,

.
.
.
, .
7 .
3-4 . 24 .
2 ( )

- .
(, . ..
- ,
.)

www.infobusiness2.ru
2010

46 |

#4.

.
, 20 , ,
.
, , .
.
.
,
,
.
.

| 47

#5.
, ,
, 100% ,
?
, , .
: ,
, .
.
.

www.infobusiness2.ru
2010

48 |

#6.

,
, ,
, .
,
, .

| 49

#7.
,
,
, ,
,

... ,
. ,
,
...
,
.

www.infobusiness2.ru
2010

50 |

#8. ( )


.
-
. .
.
. , .
,
!

| 51

#9.

, , .
.
, ,
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, .
2
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.
.
.

www.infobusiness2.ru
2010

52 |

#10.
?
,
.
-, , , ,
.
, .
:)
, direct
response ,
. .

, ,
,
.

| 53


Let us never negotiate out of fear, but never fear to negotiate.
John F. Kennedy
,

win-win-win,
,
.
.
,
, ;
-
, (
) ;
-
, ,
...
,
.
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. ,
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. .
, , , ,
, .

www.infobusiness2.ru
2010

54 |


1.

,
.

2.

3.

( )
.

4.

,
.

5.

, ,
.

6.

7.

, , ,
.

8.

( )
.

9.

10. .
11. .
,
3 .
, ?
?
?
?

| 55


- , ( )
.
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).
. 20-30
, , ;)
,
1.

, .

2.

3.

,
.

4.

,
.

5.

6.

7.

, .

8.

9.

, .

10. .
11. .

www.infobusiness2.ru
2010

56 |

:
12. 50%
.
13. .
14.
.
15. .
16.

.
17. . ( ,

).
18. , ,
.
19.
.
20. -
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| 57

:
, , :
90+ :
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80-89 :
. .
,
. ,
.
65-79 :
.
, .

.
0-64 :
. ,
.
. ,

.
?
?

www.infobusiness2.ru
2010

58 |

5
( )
.
5
.
1. Lose-Lose
,
,
.
2. Win-Lose Lose-Win
,

. ,

. ,

. ,
Lose-Lose.
3. Win-Win
. ( ,
.) ,
, ,
.
4. Win-Win-Win
,
,
, ,

| 59

.
...
5. .
-
. .
Win-Win-Win, Lose-Lose.
, ,
.

www.infobusiness2.ru
2010

60 |

3
1. 1 .
1 .
( , ) WinLose, .
: .
, (, ,
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, , , ..)
.
2. ,
, .

.
3. , .
, ,
.
,
.

| 61


,
. .

.

www.infobusiness2.ru
2010

62 |


1.

10
.

2.

Excel Word.

3.


,
.

4.

10 .

5.

,
.

6.

, . ,
, .

7.

1-6 .

/
: 10 1. .
.

| 63


,
, .
,

, . .
, .
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.
?
, , ,

(leads),
,
.
, ,
.
.
, .
1.


. .. ,
, ,
.

2.

,
.
.

www.infobusiness2.ru
2010

64 |

:
. (

.)
3.

, ,
,
,
.

4.


,

.

5.


. , .
, .

( )
,
.

.

| 65


:

,
.

lead generation.
, .
.
. -
,
. :)
.
.

www.infobusiness2.ru
2010

66 |



.
,

.
,
,
.
,

.
- ,
,
.

, ,
. .
, ,
, ,
.
()
, , , .

| 67

40

-
, .
1.

direct marketing

2.

2 (1 Lead Generation, 2
)

3.

4.

()

5.

Takeaway selling

6.

, ,
.

7.

8.

,
(Irresistible Offers)

9.

deadlines

10.
11. -- /
12. do-it-for-you
13.

www.infobusiness2.ru
2010

68 |

:
14. ,

15. ,

16. lead
generation & up-sell / cross-sell
17. front-end back-end
18. 2-3
19.
20.
21. leads
22. leads , ,

23. ,
24. - lead generation
25.
lead generation
26. up-sell &
back-end
27.
28. ( )
29.
30. Newsletters
31. lead generation

| 69

32. 8-800
33. -
34.
35. Joint Ventures & parasite marketing
36.
37. Referrals
38. Marketing-Kit
referrals
39.
40.

( , )

www.infobusiness2.ru
2010

70 |

3
3: Marketing = Market +
Message + Media.
,
- , , ,

- (++ deadline + call to


action + + p.s.)
- ,
.
.

| 71


:
- ()
- offer offers
- deadline deadlines
- (call to action)
-
-
- ,
-
-
- p.s.: / /

www.infobusiness2.ru
2010

72 |

CASE STUDY: 20 250


,
.
:
Nordic Track.
, ,
. : 20
.
:
250 .
:
1.


( )
direct marketing.

2.


, ,
.

3.

2 Lead Generation,


(, , , ..)

4.

, offer
-
, .

5.


up-sell.

6.

| 73


, ,
.

.
999 14-18
.
, , .
65 . : , . ,
, .
,
. .

. .

www.infobusiness2.ru
2010

74 |

LEAD GENERATION

.
, .

-
.
, .
Attention: Are You A Corporate Executive With At Least 10 Years Career
Experience, A Good Income, Success But Worried That You Are Not
Turning That Income Into Wealth & Financial Security Quickly And
Systematically Enough?
If you earn at least $50,000.00 a year, have 10 years+ career experience,
own your own home, and are so busy with the demands of your career you
have little time or energy for personal finances, my Free Report:
Breakthrough Wealth-Building Strategies for Super-Busy Executives will be
of interest to you.
Please DO NOT respond if you are completely satisfied with the amount of
taxes you pay, the return on your investments and the pace of your personal
wealth accumulation OR if you are close-minded to new ideas. If you qualify,
as described above, you should read my Report BEFORE you deposit your
next paycheck! For details and Free Report sent by mail, confidentially, to
home or office, call Free Recorded Message 000-0000, anytime.
offer (),
,
( )
.
, .

| 75

CASE STUDY:
Lead Generation
:
WARNING: BEFORE You Buy A Computer Or Costly Software, There Are 19
Little-Known Facts & Insider Secrets Store Clerks Dont Know And Cant
Tell You, To Get Your Moneys Worth AND To Get The Results You Really
Need And Want.
If you are thinking about buying a computer or software this weekend,
DONT until you read this computer industry experts provocative Free
Report: How To Avoid Computer Rip-Offs, Save Money, Avoid Frustration,
And Get Exactly What You Need, No More, No Less: Savvy Buying Secrets
Revealed. This Report could save you hundreds of dollars and hundreds of
hours of frustration. For details and your Free Report, call THE TRUTH LINE:
Free Recorded Message (000) 000-0000.

www.infobusiness2.ru
2010

76 |

6 -

- .
1.

. (A buyer is a buyer is a buyer).


, - ,
.

2.

- , .

3.


,
, .

4.

(
) , - .

5.


( , ,
- ).

6.

| 77


,
, .
, .

, .
...
?
,
.
.
...
, , ,
.
,
,
.
( )
,
, -
...
, ?
?
, ...

www.infobusiness2.ru
2010

78 |

-
,
.
, , .
, , .
, ,
.
,

.
.

| 79

B2B
B2B (Business-to-business) ,
.

.
, 2 .
B2B Direct Marketing
.

www.infobusiness2.ru
2010

80 |


,
,
.
,

.

,

.

| 81


.
- . 1977 (!)
.
2
...
Said the little rooster, "Gosh all hemlock. Things are tough.
Seems worms are getting scarcer, and I cannot find enough.
What's become of all those fat ones is a mystery to me;
There were thousands through that rainy spell - now where can they be?
The Old Black Hen who heard him did not grumble or complain,
She had gone through lots of dry spells, she had lived through floods of rain,
So she flew upon the grindstone, and she gave her claws a whet,
As she said "I've never seen the time that there were no worms to get."
She picked a new and un-dug spot; the earth was hard and firm.
The little rooster jeered, "New ground! That's no place for a worm!"
The Old Black Hen just spread her feet, and she dug both fast and free...
"I must go to the worms," she said, "the worms don't come to me."
The rooster vainly spent his day, through habit, by the ways
Where fat round worms had passed in squads back in the rainy days.
When nightfall found him supper-less, he growled in accents rough,
"I am as hungry as a fowl can be. Conditions sure are tough."
He turned to the Old Black Hen and said, "It's even worse with you.
For you're not only hungry, but you must be tired too.
I rested while I watched for worms, so I feel fairly pert;
But how are you? Without worms too? And after all that work?"
The Old Black Hen hopped to her perch and drooped her eyes to sleep,
And murmured in a drowsy tone, "Young man, hear this and weep:

www.infobusiness2.ru
2010

82 |

I'm full of worms and happy, for I've dined both long and well.
The worms are there as always - but I had to dig like hell!"
Oh, here and there red roosters still, are holding sales positions.
They can not do much business now because of "poor conditions",
But soon as things get "right again", they'll sell a hundred firms Meanwhile the old black hens are out and gobbling up the worms.
, ?
P.S.
- -...
-
... ...

| 83

HOW TO SELL WHEN PEO PLE DO NOT WANT TO B UY


The same way you sell under any other circumstances.
Dan Kennedy
, , ,
, .
Selling is contingent upon the attitude of the salesperson, not the
attitude of the customer.
W. Clement Stone

www.infobusiness2.ru
2010

84 |

?
! - .
,
, /,
, ... -
-- - ,
.
, ,
, ,
, ,
.
-
, 3 :
1.

2.

,
, ;

3.

. .
.

, ,
. .
, .
.

| 85


2
: , .
.
(
/ ),
.
, . ,
. , .
.
"There have been many statues erected to honor those highly criticized, but
very few statues erected to critics."
2 .
" ",
;
;
, ,
; ,

.

,
,
,
.

www.infobusiness2.ru
2010

86 |

( - , - , -...
, ...)
P.S.
(
) -
.
1-2 (
), ,
"" -
.
, , ,
:)

| 87


, ,
:
, ,
.
.

!
;)

www.infobusiness2.ru
2010

88 |

| 89

www.infobusiness2.ru
2010

90 |

MBA,
10-20-50
.


MiniMBA.

| 91


, . ,
.
! .
, 4/5 ,
MBA, ,
.
,
,
.
.
,
, MBA,
2 . ,

.

DVD.
6 2-3 :
1.

2.

3.

HR

4.

5.

6.

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2010

92 |

1.

2.

3.

4.

5.

6.

7.

8.

""

9.

10.

11.
12.
13. 3-
14. 1-
15.

| 93


1.

2.

3.

4.

2-

5.

6.

7.

15 ""

8.

9.

, ?

10. , 90%

11. ,
12.
13. , , ?

www.infobusiness2.ru
2010

94 |

HR
1.

2.

3.

4.

5.

6.

7.

8.

9.

"?" "?"

10. ?
11. (
,
).
12.
13.

14. 3 ,
15.

| 95


1.

2.

3.

4.

5.

6.

7.

8.

9.

10.
11.
12.
13.

www.infobusiness2.ru
2010

96 |


1.

, ,

2.

3.

4.

5.

6.

7.

8.

9.

""

| 97


1.

2.

3.

4.

5.

6.

7.

8.

9.

10. 60-60-30 (
)


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2010