{"id":219,"date":"2014-12-14T12:00:57","date_gmt":"2014-12-14T09:00:57","guid":{"rendered":"http:\/\/www.businesslife.gr\/?p=219"},"modified":"2014-12-14T14:12:59","modified_gmt":"2014-12-14T11:12:59","slug":"marketingk-epistimi-i-techni","status":"publish","type":"post","link":"https:\/\/www.businesslife.gr\/?p=219","title":{"rendered":"\u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b5\u03c0\u03b9\u03c3\u03c4\u03ae\u03bc\u03b7 \u03ae \u03c4\u03ad\u03c7\u03bd\u03b7"},"content":{"rendered":"<p><strong>\u0391\u03c2 \u03ba\u03ac\u03bd\u03bf\u03c5\u03bc\u03b5 \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b3\u03b9\u03b1 \u03c4\u03bf \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba<\/strong><\/p>\n<p><strong>\u03a3\u03c4\u03b9\u03c2 \u03bc\u03ad\u03c1\u03b5\u03c2 \u03bc\u03b1\u03c2 \u03b1\u03c5\u03c4\u03cc \u03c0\u03bf\u03c5 \u03ba\u03ac\u03bd\u03b5\u03b9 \u03c4\u03bf\u03bd \u03ba\u03cc\u03c3\u03bc\u03bf \u03bd\u03b1 \u03b3\u03c5\u03c1\u03af\u03b6\u03b5\u03b9 \u03b5\u03af\u03bd\u03b1\u03b9 \u03c4\u03bf \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba. \u00ab\u0395\u03cd\u03bb\u03bf\u03b3\u03b7 \u03c0\u03c1\u03bf\u03c3\u03c0\u03ac\u03b8\u03b5\u03b9\u03b1 \u03ba\u03ac\u03c0\u03bf\u03b9\u03bf\u03c5 \u03b5\u03c0\u03b1\u03b3\u03b3\u03b5\u03bb\u03bc\u03b1\u03c4\u03af\u03b1 \u03bd\u03b1 \u03b4\u03ce\u03c3\u03b5\u03b9 \u03b1\u03be\u03af\u03b1 \u03c3\u03c4\u03b7 \u03b4\u03bf\u03c5\u03bb\u03b5\u03b9\u03ac \u03c4\u03bf\u03c5\u00bb \u03b8\u03b1 \u03c3\u03ba\u03b5\u03c6\u03c4\u03b5\u03af\u03c4\u03b5. \u039a\u03b9 \u03cc\u03bc\u03c9\u03c2, \u03c3\u03ae\u03bc\u03b5\u03c1\u03b1 \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03bf \u03b1\u03c0\u03cc \u03c0\u03bf\u03c4\u03ad \u03c4\u03bf \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b2\u03c1\u03af\u03c3\u03ba\u03b5\u03c4\u03b1\u03b9 \u03c3\u03c4\u03bf\u03bd \u03c0\u03c5\u03c1\u03ae\u03bd\u03b1 \u03c3\u03c7\u03b5\u03b4\u03cc\u03bd \u03ba\u03ac\u03b8\u03b5 \u03bc\u03bf\u03c1\u03c6\u03ae\u03c2 \u03b1\u03bd\u03ac\u03c0\u03c4\u03c5\u03be\u03b7\u03c2.<\/strong><\/p>\n<p>\u03a4\u03bf \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03c4\u03af\u03c0\u03bf\u03c4\u03b1 \u03ac\u03bb\u03bb\u03bf \u03c0\u03b1\u03c1\u03ac \u03bf\u03b9 \u03ad\u03c1\u03b5\u03c5\u03bd\u03b5\u03c2 \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u03b1\u03bd\u03b1\u03ba\u03ac\u03bb\u03c5\u03c8\u03b7 \u03b1\u03bd\u03b1\u03b3\u03ba\u03ce\u03bd \u03ba\u03b1\u03b9 \u03bf\u03b9 \u03c0\u03c1\u03bf\u03c3\u03c0\u03ac\u03b8\u03b5\u03b9\u03b5\u03c2 \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u03b9\u03ba\u03b1\u03bd\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03ae \u03c4\u03bf\u03c5\u03c2. \u03a0\u03c1\u03bf\u03c3\u03c0\u03ac\u03b8\u03b5\u03b9\u03b5\u03c2 \u03c0\u03bf\u03c5 \u03b4\u03b5\u03bd \u03c0\u03b5\u03c1\u03b9\u03bb\u03b1\u03bc\u03b2\u03ac\u03bd\u03bf\u03c5\u03bd \u03bc\u03cc\u03bd\u03bf \u03c4\u03b7 \u03b4\u03b9\u03b1\u03bd\u03bf\u03bc\u03ae \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1, \u03b1\u03bb\u03bb\u03ac \u03c0\u03c1\u03ce\u03c4\u03b1 \u03b1\u03c0\u03cc \u03cc\u03bb\u03b1 \u03c4\u03b7 \u03b4\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03af\u03b1 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u03b5\u03be\u03ad\u03bb\u03b9\u03be\u03b7 \u03bf\u03bd\u03c4\u03bf\u03c4\u03ae\u03c4\u03c9\u03bd (\u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03c9\u03bd \u03ba\u03b1\u03b9 \u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03b9\u03ce\u03bd \u03b1\u03bb\u03bb\u03ac \u03ba\u03b1\u03b9 \u03ac\u03bb\u03bb\u03c9\u03bd \u03c0\u03bf\u03bb\u03cd \u03c0\u03b9\u03bf \u03c3\u03cd\u03bd\u03b8\u03b5\u03c4\u03c9\u03bd) \u03c0\u03bf\u03c5 \u03b9\u03ba\u03b1\u03bd\u03bf\u03c0\u03bf\u03b9\u03bf\u03cd\u03bd \u03b1\u03bd\u03ac\u03b3\u03ba\u03b5\u03c2, \u03cc\u03c7\u03b9 \u03bc\u03cc\u03bd\u03bf \u03bc\u03ad\u03c3\u03b1 \u03b1\u03c0\u03cc \u03b1\u03c0\u03c4\u03ac \u03c7\u03b1\u03c1\u03b1\u03ba\u03c4\u03b7\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac \u03c4\u03bf\u03c5\u03c2 \u03b1\u03bb\u03bb\u03ac \u03ba\u03b1\u03b9 \u03bc\u03ad\u03c3\u03c9 \u03c4\u03b1\u03c5\u03c4\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2, \u03b1\u03be\u03b9\u03ce\u03bd, \u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2, \u03b5\u03b9\u03ba\u03cc\u03bd\u03b1\u03c2 \u03ba\u03b1\u03b9 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2 \u03c0\u03bf\u03c5 \u03b5\u03bc\u03c0\u03bb\u03bf\u03c5\u03c4\u03af\u03b6\u03bf\u03c5\u03bd \u03c4\u03b7\u03bd \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03b5\u03c0\u03b9\u03bb\u03bf\u03b3\u03ae\u03c2 \u03ae\/\u03ba\u03b1\u03b9 \u03ba\u03b1\u03c4\u03b1\u03bd\u03ac\u03bb\u03c9\u03c3\u03ae\u03c2 \u03c4\u03bf\u03c5\u03c2.<\/p>\n<p>\u0394\u03b9\u03cc\u03c4\u03b9 \u03bf \u03c3\u03b7\u03bc\u03b5\u03c1\u03b9\u03bd\u03cc\u03c2 \u03ac\u03bd\u03b8\u03c1\u03c9\u03c0\u03bf\u03c2 \u03c3\u03c0\u03ac\u03bd\u03b9\u03b1 \u03c8\u03ac\u03c7\u03bd\u03b5\u03b9 \u03c4\u03bf\u03bd \u03c4\u03c1\u03cc\u03c0\u03bf \u03b1\u03c0\u03bb\u03ac \u03bd\u03b1 \u03b9\u03ba\u03b1\u03bd\u03bf\u03c0\u03bf\u03b9\u03ae\u03c3\u03b5\u03b9 \u03c4\u03b7\u03bd \u03c0\u03b5\u03af\u03bd\u03b1, \u03c4\u03b7 \u03b4\u03af\u03c8\u03b1 \u03ae \u03c4\u03b7\u03bd \u03b1\u03bd\u03ac\u03b3\u03ba\u03b7 \u03ba\u03b1\u03c4\u03bf\u03b9\u03ba\u03af\u03b1\u03c2, \u03bc\u03b5\u03c4\u03b1\u03ba\u03af\u03bd\u03b7\u03c3\u03b7\u03c2, \u03ad\u03bd\u03b4\u03c5\u03c3\u03b7\u03c2, \u03c5\u03b3\u03b5\u03af\u03b1\u03c2, \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2, \u03bc\u03cc\u03c1\u03c6\u03c9\u03c3\u03b7\u03c2, \u03b1\u03bb\u03bb\u03ac \u03b5\u03c0\u03b9\u03b8\u03c5\u03bc\u03b5\u03af \u03bd\u03b1 \u03bd\u03b9\u03ce\u03c3\u03b5\u03b9 \u03ba\u03b1\u03b9 \u03b1\u03c3\u03c6\u03b1\u03bb\u03ae\u03c2, \u03be\u03b5\u03c7\u03c9\u03c1\u03b9\u03c3\u03c4\u03cc\u03c2, \u03b5\u03c0\u03b9\u03c4\u03c5\u03c7\u03b7\u03bc\u03ad\u03bd\u03bf\u03c2, \u03b5\u03c5\u03c4\u03c5\u03c7\u03b9\u03c3\u03bc\u03ad\u03bd\u03bf\u03c2 .<\/p>\n<blockquote><p>\u039a\u03b1\u03b9 \u03b5\u03b4\u03ce \u03c4\u03af\u03b8\u03b5\u03c4\u03b1\u03b9 \u03c4\u03bf \u03b5\u03c1\u03ce\u03c4\u03b7\u03bc\u03b1: \u039a\u03b1\u03c4\u03ac \u03c0\u03cc\u03c3\u03bf \u03bf\u03b9 \u03b5\u03c0\u03b1\u03b3\u03b3\u03b5\u03bb\u03bc\u03b1\u03c4\u03af\u03b5\u03c2 \u03c4\u03bf\u03c5 \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03c3\u03c4\u03b7 \u03c7\u03ce\u03c1\u03b1 \u03bc\u03b1\u03c2 \u03ad\u03c7\u03bf\u03c5\u03bc\u03b5 \u03ba\u03b1\u03c4\u03b1\u03c6\u03ad\u03c1\u03b5\u03b9 \u03bd\u03b1 \u03ba\u03ac\u03bd\u03bf\u03c5\u03bc\u03b5 \u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b3\u03b9\u03b1 \u03c4\u03bf \u03bb\u03b5\u03b9\u03c4\u03bf\u03cd\u03c1\u03b3\u03b7\u03bc\u03ac \u03bc\u03b1\u03c2; \u03a0\u03cc\u03c3\u03bf \u03be\u03b5\u03ba\u03ac\u03b8\u03b1\u03c1\u03bf\u03b9 \u03b5\u03af\u03bc\u03b1\u03c3\u03c4\u03b5 \u03b1\u03c0\u03ad\u03bd\u03b1\u03bd\u03c4\u03b9 \u03c3\u03c4\u03b9\u03c2 \u03b1\u03bd\u03ac\u03b3\u03ba\u03b5\u03c2 \u03c0\u03bf\u03c5 \u03ba\u03b1\u03bb\u03bf\u03cd\u03bc\u03b1\u03c3\u03c4\u03b5 \u03bd\u03b1 \u03b9\u03ba\u03b1\u03bd\u03bf\u03c0\u03bf\u03b9\u03ae\u03c3\u03bf\u03c5\u03bc\u03b5; \u039a\u03b1\u03c4\u03ac \u03c0\u03cc\u03c3\u03bf \u03c0\u03c1\u03bf\u03c3\u03c6\u03ad\u03c1\u03bf\u03c5\u03bc\u03b5 \u03c4\u03b1 \u03b1\u03bd\u03ac\u03bb\u03bf\u03b3\u03b1 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1 \u03ba\u03b1\u03b9 \u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03af\u03b5\u03c2; \u039a\u03b1\u03b9 \u03ba\u03b1\u03c4\u03ac \u03c0\u03cc\u03c3\u03bf \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03bf\u03cd\u03bc\u03b5 \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03c3\u03bc\u03b1\u03c4\u03b9\u03ba\u03ac \u03cc\u03bb\u03b1 \u03b1\u03c5\u03c4\u03ac \u03c3\u03c4\u03b1 \u03ba\u03bf\u03b9\u03bd\u03ac \u03c0\u03bf\u03c5 \u03c0\u03c1\u03ad\u03c0\u03b5\u03b9;<\/p><\/blockquote>\n<p>\u0397 \u03c5\u03c0\u03b5\u03c1\u03b2\u03bf\u03bb\u03b9\u03ba\u03ae \u03b5\u03c0\u03af\u03b4\u03c1\u03b1\u03c3\u03b7 \u03c0\u03bf\u03c5 \u03b5\u03af\u03c7\u03b5 \u03b7 \u03bf\u03b9\u03ba\u03bf\u03bd\u03bf\u03bc\u03b9\u03ba\u03ae \u03ba\u03c1\u03af\u03c3\u03b7 \u03c3\u03c4\u03bf \u03b5\u03c0\u03ac\u03b3\u03b3\u03b5\u03bb\u03bc\u03ac \u03bc\u03b1\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03c3\u03b7\u03bc\u03ac\u03b4\u03b9 \u03cc\u03c4\u03b9 <strong>\u03ba\u03ac\u03c4\u03b9 \u03b4\u03b5\u03bd \u03ba\u03ac\u03bd\u03bf\u03c5\u03bc\u03b5 \u03ba\u03b1\u03bb\u03ac.<\/strong> \u039f \u03c4\u03c1\u03cc\u03c0\u03bf\u03c2 \u03b1\u03bd\u03c4\u03b9\u03bc\u03b5\u03c4\u03ce\u03c0\u03b9\u03c3\u03b7\u03c2 \u03c4\u03bf\u03c5 \u03b5\u03c0\u03b1\u03b3\u03b3\u03ad\u03bb\u03bc\u03b1\u03c4\u03cc\u03c2 \u03bc\u03b1\u03c2 \u03b1\u03c0\u03cc \u03c0\u03bf\u03bb\u03bb\u03bf\u03cd\u03c2 \u03c0\u03b5\u03bb\u03ac\u03c4\u03b5\u03c2 \u03ba\u03b1\u03b9 \u03b1\u03ba\u03cc\u03bc\u03b1 \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03bf \u03b1\u03c0\u03cc \u03c4\u03b7\u03bd \u03ba\u03c5\u03b2\u03ad\u03c1\u03bd\u03b7\u03c3\u03b7 \u03ba\u03b1\u03b9 \u03c4\u03bf\u03bd \u03b1\u03c0\u03bb\u03cc \u03ac\u03bd\u03b8\u03c1\u03c9\u03c0\u03bf \u03b5\u03ba\u03b5\u03af \u03ad\u03be\u03c9, \u03b4\u03b5\u03af\u03c7\u03bd\u03bf\u03c5\u03bd \u03cc\u03c4\u03b9 \u03bc\u03ac\u03bb\u03bb\u03bf\u03bd \u03ad\u03c7\u03bf\u03c5\u03bc\u03b5 \u03b1\u03c0\u03bf\u03c4\u03cd\u03c7\u03b5\u03b9. \u03a3\u03c4\u03b9\u03c2 \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03b5\u03c2 \u03c0\u03b5\u03c1\u03b9\u03c0\u03c4\u03ce\u03c3\u03b5\u03b9\u03c2 \u03bf \u03b5\u03c0\u03b1\u03b3\u03b3\u03b5\u03bb\u03bc\u03b1\u03c4\u03af\u03b1\u03c2 \u03c4\u03bf\u03c5 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u2013 \u03b5\u03c1\u03b5\u03c5\u03bd\u03b7\u03c4\u03ae\u03c2 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2, brand manager \u03ae \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03b9\u03c3\u03c4\u03ae\u03c2 \u2013 \u03b1\u03bd\u03c4\u03b9\u03bc\u03b5\u03c4\u03c9\u03c0\u03af\u03b6\u03b5\u03c4\u03b1\u03b9 \u03b5\u03af\u03c4\u03b5 \u03c9\u03c2 \u03bc\u03ac\u03b3\u03bf\u03c2 \u03b5\u03af\u03c4\u03b5 \u03c9\u03c2 \u03b5\u03c1\u03b3\u03ac\u03c4\u03b7\u03c2.<\/p>\n<p>\u039a\u03b1\u03b9 \u03b1\u03c5\u03c4\u03cc \u03b5\u03af\u03bd\u03b1\u03b9 \u03c0\u03c1\u03cc\u03b2\u03bb\u03b7\u03bc\u03b1, \u03bc\u03b9\u03b1\u03c2 \u03ba\u03b1\u03b9 \u03b1\u03c0\u03cc \u03ad\u03bd\u03b1\u03bd \u03bc\u03ac\u03b3\u03bf \u03c3\u03c5\u03bd\u03ae\u03b8\u03c9\u03c2 \u03c0\u03b5\u03c1\u03b9\u03bc\u03ad\u03bd\u03bf\u03c5\u03bc\u03b5 \u03bc\u03b1\u03b3\u03b9\u03ba\u03ac \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03ad\u03c3\u03bc\u03b1\u03c4\u03b1, \u03c3\u03b5 \u03b5\u03bb\u03ac\u03c7\u03b9\u03c3\u03c4\u03bf \u03c7\u03c1\u03cc\u03bd\u03bf, \u03c7\u03c9\u03c1\u03af\u03c2 \u03bc\u03b5\u03b8\u03cc\u03b4\u03bf\u03c5\u03c2 \u03ba\u03b1\u03b9 \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03b1\u03c3\u03af\u03b5\u03c2 \u03ba\u03b1\u03b9 \u03b5\u03af\u03bc\u03b1\u03c3\u03c4\u03b5 \u03ad\u03c4\u03bf\u03b9\u03bc\u03bf\u03b9 \u03bd\u03b1 \u03c4\u03bf\u03bd \u03c1\u03af\u03be\u03bf\u03c5\u03bc\u03b5 \u03c3\u03c4\u03b7\u03bd \u03c0\u03c5\u03c1\u03ac \u03bc\u03b5 \u03c4\u03b7\u03bd \u03c0\u03c1\u03ce\u03c4\u03b7 \u03b1\u03c0\u03bf\u03c4\u03c5\u03c7\u03af\u03b1. \u039a\u03b1\u03b9 \u03ad\u03bd\u03b1\u03bd \u03b5\u03c1\u03b3\u03ac\u03c4\u03b7 \u03c4\u03bf\u03bd \u03c0\u03bb\u03b7\u03c1\u03ce\u03bd\u03bf\u03c5\u03bc\u03b5 \u03bc\u03cc\u03bd\u03bf \u03bc\u03b5 \u03b2\u03ac\u03c3\u03b7 \u03c4\u03bf \u03bc\u03cc\u03c7\u03b8\u03bf \u03ba\u03b1\u03b9 \u03c4\u03bf \u03c7\u03c1\u03cc\u03bd\u03bf.<\/p>\n<p><strong>\u0395\u03af\u03bd\u03b1\u03b9 \u03ba\u03b1\u03b9\u03c1\u03cc\u03c2 \u03bd\u03b1 \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03af\u03c3\u03bf\u03c5\u03bc\u03b5 \u03c4\u03bf \u03b5\u03c0\u03ac\u03b3\u03b3\u03b5\u03bb\u03bc\u03ac \u03bc\u03b1\u03c2.<\/strong> \u0391\u03bb\u03bb\u03ac \u03b3\u03b9\u03b1 \u03bd\u03b1 \u03c4\u03bf \u03ba\u03ac\u03bd\u03bf\u03c5\u03bc\u03b5 \u03b1\u03c5\u03c4\u03cc, \u03c0\u03c1\u03ad\u03c0\u03b5\u03b9 \u03c0\u03c1\u03bf\u03b7\u03b3\u03bf\u03c5\u03bc\u03ad\u03bd\u03c9\u03c2 \u03bd\u03b1 \u03c4\u03bf \u03b1\u03bd\u03b1\u03ba\u03b1\u03bb\u03cd\u03c8\u03bf\u03c5\u03bc\u03b5 \u03be\u03b1\u03bd\u03ac. \u039d\u03b1 \u03be\u03b1\u03bd\u03b1\u03b4\u03bf\u03cd\u03bc\u03b5 \u03c4\u03b9\u03c2 \u03b1\u03bd\u03ac\u03b3\u03ba\u03b5\u03c2 \u03c4\u03c9\u03bd \u03c0\u03b5\u03bb\u03b1\u03c4\u03ce\u03bd \u03bc\u03b1\u03c2 \u03b1\u03bb\u03bb\u03ac \u03ba\u03b1\u03b9 \u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2.<\/p>\n<p>\u039d\u03b1 \u03b5\u03c0\u03b1\u03bd\u03b5\u03c6\u03b5\u03cd\u03c1\u03bf\u03c5\u03bc\u03b5 \u03c4\u03bf \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd \u03bc\u03b1\u03c2. \u039d\u03b1 \u03be\u03b1\u03bd\u03b1\u03c3\u03ba\u03b5\u03c6\u03b8\u03bf\u03cd\u03bc\u03b5 \u03c4\u03bf \u03c1\u03cc\u03bb\u03bf \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u03b5\u03ba\u03c0\u03b1\u03af\u03b4\u03b5\u03c5\u03c3\u03b7 \u03c4\u03c9\u03bd \u03b1\u03bd\u03b8\u03c1\u03ce\u03c0\u03c9\u03bd \u03bc\u03b1\u03c2. \u0391\u03bb\u03bb\u03b9\u03ce\u03c2 \u03b3\u03b9\u03b1 \u03c4\u03bf\u03bd \u03c0\u03bf\u03bb\u03cd \u03ba\u03cc\u03c3\u03bc\u03bf \u03b8\u03b1 \u03c0\u03b1\u03c1\u03b1\u03bc\u03ad\u03bd\u03bf\u03c5\u03bc\u03b5 \u00ab\u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03b9\u03c3\u03c4\u03ad\u03c2\u00bb \u03ba\u03b1\u03b9 \u00ab\u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03bf\u03bb\u03cc\u03b3\u03bf\u03b9\u00bb. \u0389 \u03b1\u03c5\u03c4\u03cc \u03c0\u03bf\u03c5 \u03bc\u03bf\u03c5 \u03ad\u03bb\u03b5\u03b3\u03b5 \u03ad\u03bd\u03b1\u03c2 \u03c6\u03af\u03bb\u03bf\u03c2 \u03b3\u03b9\u03b1\u03c4\u03c1\u03cc\u03c2: \u00ab\u039a\u03ac\u03c0\u03bf\u03b9\u03bf\u03b9 \u03c0\u03bf\u03c5 \u03ba\u03b1\u03c4\u03b5\u03b2\u03ac\u03b6\u03bf\u03c5\u03bd \u03ad\u03be\u03c5\u03c0\u03bd\u03b5\u03c2 \u03b9\u03b4\u03ad\u03b5\u03c2 \u03b3\u03b9\u03b1 \u03bd\u03b1 \u03c0\u03bf\u03c5\u03bb\u03ac\u03bd\u03b5 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1 \u03c0\u03bf\u03c5 \u03b4\u03b5\u03bd \u03b8\u03b1 \u03c0\u03c9\u03bb\u03bf\u03cd\u03bd\u03c4\u03b1\u03bd \u03b1\u03bb\u03bb\u03b9\u03ce\u03c2\u00bb.<\/p>\n<p><strong>\u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b5\u03c0\u03b9\u03c3\u03c4\u03ae\u03bc\u03b7 \u03ae \u03c4\u03ad\u03c7\u03bd\u03b7<\/strong><\/p>\n<p>\u03a3\u03c4\u03bf \u03c0\u03c1\u03bf\u03b7\u03b3\u03bf\u03cd\u03bc\u03b5\u03bd\u03bf \u03c3\u03b7\u03bc\u03b5\u03af\u03c9\u03bc\u03b1 \u03ad\u03b3\u03c1\u03b1\u03c8\u03b1 \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u03b1\u03bd\u03ac\u03b3\u03ba\u03b7 \u03bd\u03b1 \u03ba\u03ac\u03bd\u03bf\u03c5\u03bc\u03b5 \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03c3\u03bc\u03b1\u03c4\u03b9\u03ba\u03cc\u03c4\u03b5\u03c1\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b3\u03b9\u03b1 \u03c4\u03bf \u03b5\u03c0\u03ac\u03b3\u03b3\u03b5\u03bb\u03bc\u03ac \u03bc\u03b1\u03c2, \u03c4\u03bf \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba.<\/p>\n<p>\u039a\u03b1\u03b9 \u03bc\u03b5 \u03b4\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03bf \u03cc\u03c4\u03b9 \u03b1\u03c5\u03c4\u03cc \u03c0\u03bf\u03c5 \u03ba\u03b1\u03bb\u03bf\u03cd\u03bc\u03b1\u03c3\u03c4\u03b5 \u03bd\u03b1 \u03ba\u03ac\u03bd\u03bf\u03c5\u03bc\u03b5 \u03ba\u03b1\u03b8\u03b7\u03bc\u03b5\u03c1\u03b9\u03bd\u03ac \u03c9\u03c2 \u03b5\u03c0\u03b1\u03b3\u03b3\u03b5\u03bb\u03b1\u03bc\u03b1\u03c4\u03af\u03b5\u03c2 \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03bc\u03cc\u03bd\u03bf \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1 \u03ba\u03b1\u03b9 \u03c0\u03c1\u03bf\u03ce\u03b8\u03b7\u03c3\u03b7 brands \u03b1\u03bb\u03bb\u03ac, \u03ba\u03c5\u03c1\u03af\u03c9\u03c2, \u03b4\u03b9\u03b1\u03bc\u03cc\u03c1\u03c6\u03c9\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03c4\u03bf\u03c0\u03bf\u03b8\u03ad\u03c4\u03b7\u03c3\u03ae\u03c2 \u03c4\u03bf\u03c5\u03c2 \u03c3\u03c4\u03b7\u03bd \u03b1\u03b3\u03bf\u03c1\u03ac (positioning) \u03ba\u03b1\u03b9 \u03c4\u03b7\u03c2 \u03c0\u03c1\u03cc\u03c4\u03b1\u03c3\u03ae\u03c2 \u03c4\u03bf\u03c5\u03c2 (proposition) \u03c0\u03c1\u03bf\u03c2 \u03c4\u03bf\u03c5\u03c2 \u03b4\u03b9\u03ac\u03c6\u03bf\u03c1\u03bf\u03c5\u03c2 stakeholders, \u03c4\u03bf \u03af\u03b4\u03b9\u03bf \u03bf\u03c6\u03b5\u03af\u03bb\u03bf\u03c5\u03bc\u03b5 \u03bd\u03b1 \u03ba\u03ac\u03bd\u03bf\u03c5\u03bc\u03b5 \u03ba\u03b1\u03b9 \u03b3\u03b9\u03b1 \u03c4\u03bf \u03af\u03b4\u03b9\u03bf \u03c4\u03bf \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba. \u039a\u03b1\u03b9 \u03b5\u03ba\u03b5\u03af, \u03ad\u03bd\u03b1 \u03b1\u03c0\u03cc \u03c4\u03b1 \u03c0\u03c1\u03ce\u03c4\u03b1 \u03b5\u03c1\u03c9\u03c4\u03ae\u03bc\u03b1\u03c4\u03b1 \u03c0\u03bf\u03c5 \u03c0\u03c1\u03bf\u03ba\u03cd\u03c0\u03c4\u03bf\u03c5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03c4\u03bf \u03ba\u03bb\u03b1\u03c3\u03c3\u03b9\u03ba\u03cc \u03b5\u03c1\u03ce\u03c4\u03b7\u03bc\u03b1 \u03c0\u03b5\u03c1\u03af \u03b5\u03c0\u03b9\u03c3\u03c4\u03ae\u03bc\u03b7\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03ad\u03c7\u03bd\u03b7\u03c2:<\/p>\n<blockquote><p>\u03a0\u03ce\u03c2 \u03bf\u03c1\u03af\u03b6\u03bf\u03c5\u03bc\u03b5 \u03ba\u03b1\u03b9 \u03c4\u03bf\u03c0\u03bf\u03b8\u03b5\u03c4\u03bf\u03cd\u03bc\u03b5 \u03c4\u03bf \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba, \u03c9\u03c2 \u03c4\u03ad\u03c7\u03bd\u03b7 \u03ae \u03c9\u03c2 \u03b5\u03c0\u03b9\u03c3\u03c4\u03ae\u03bc\u03b7; \u03a9\u03c2 \u03b5\u03c0\u03b1\u03b3\u03b3\u03b5\u03bb\u03bc\u03b1\u03c4\u03af\u03b5\u03c2 \u03c4\u03bf\u03c5 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba, \u03b5\u03af\u03bc\u03b1\u03c3\u03c4\u03b5 \u03b5\u03c0\u03b9\u03c3\u03c4\u03ae\u03bc\u03bf\u03bd\u03b5\u03c2 \u03ae \u03c4\u03b5\u03c7\u03bd\u03af\u03c4\u03b5\u03c2;<\/p><\/blockquote>\n<p>\u0398\u03c5\u03bc\u03ac\u03bc\u03b1\u03b9 \u03cc\u03c4\u03b1\u03bd \u03c0\u03c1\u03b9\u03bd \u03b4\u03c5\u03bf \u03b4\u03b5\u03ba\u03b1\u03b5\u03c4\u03af\u03b5\u03c2 \u03ad\u03ba\u03b1\u03bd\u03b1 \u03c4\u03bf \u03bc\u03b5\u03c4\u03b1\u03c0\u03c4\u03c5\u03c7\u03b9\u03b1\u03ba\u03cc \u03bc\u03bf\u03c5, \u03b1\u03c5\u03c4\u03cc \u03ae\u03c4\u03b1\u03bd \u03c4\u03bf \u03c0\u03c1\u03ce\u03c4\u03bf \u03b5\u03c1\u03ce\u03c4\u03b7\u03bc\u03b1 \u03c0\u03bf\u03c5 \u03bc\u03b1\u03c2 \u03ad\u03b8\u03b5\u03c3\u03b5 \u03c3\u03c4\u03b7\u03bd \u03c4\u03ac\u03be\u03b7 \u03bf \u03ba\u03b1\u03b8\u03b7\u03b3\u03b7\u03c4\u03ae\u03c2. \u039a\u03b1\u03b9 \u03b1\u03c6\u03bf\u03cd \u03b1\u03bd\u03b1\u03c4\u03c1\u03ad\u03be\u03b1\u03bc\u03b5 \u03c3\u03c4\u03b7 \u03b2\u03b9\u03b2\u03bb\u03b9\u03bf\u03b3\u03c1\u03b1\u03c6\u03af\u03b1 \u03c4\u03b7\u03c2 \u03b5\u03c0\u03bf\u03c7\u03ae\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03bf \u03c3\u03c5\u03b6\u03b7\u03c4\u03ae\u03c3\u03b1\u03bc\u03b5 \u03b5\u03bd\u03b4\u03b5\u03bb\u03b5\u03c7\u03ce\u03c2, \u03ba\u03b1\u03c4\u03b1\u03bb\u03ae\u03be\u03b1\u03bc\u03b5 \u03cc\u03c4\u03b9 \u03c4\u03bf \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03c3\u03b5 \u03bd\u03b1 \u03bf\u03c1\u03b9\u03c3\u03c4\u03b5\u03af \u03c9\u03c2 \u03c4\u03ad\u03c7\u03bd\u03b7 \u03ba\u03b1\u03b9 \u03b5\u03c0\u03b9\u03c3\u03c4\u03ae\u03bc\u03b7 \u03c4\u03b1\u03c5\u03c4\u03cc\u03c7\u03c1\u03bf\u03bd\u03b1. \u0389 \u03ba\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03b1, \u03c9\u03c2 \u03ad\u03bd\u03b1\u03c2 \u03c3\u03c5\u03bd\u03b4\u03c5\u03b1\u03c3\u03bc\u03cc\u03c2 \u03c4\u03c9\u03bd \u03b4\u03cd\u03bf.<\/p>\n<p>\u039a\u03b1\u03b9 \u03c3\u03ae\u03bc\u03b5\u03c1\u03b1 \u03c0\u03bf\u03c5 \u03ad\u03b3\u03b9\u03bd\u03b1 \u03ba\u03b9 \u03b5\u03b3\u03ce \u03ba\u03b1\u03b8\u03b7\u03b3\u03b7\u03c4\u03ae\u03c2, \u03c4\u03bf \u03c3\u03c5\u03b3\u03ba\u03b5\u03ba\u03c1\u03b9\u03bc\u03ad\u03bd\u03bf \u03b5\u03c1\u03ce\u03c4\u03b7\u03bc\u03b1 \u03c0\u03b1\u03c1\u03b1\u03bc\u03ad\u03bd\u03b5\u03b9 \u03b1\u03b3\u03b1\u03c0\u03b7\u03bc\u03ad\u03bd\u03bf \u03b8\u03ad\u03bc\u03b1 \u03c3\u03c5\u03b6\u03ae\u03c4\u03b7\u03c3\u03b7\u03c2 \u03bc\u03b5 \u03c4\u03bf\u03c5\u03c2 \u03bc\u03b1\u03b8\u03b7\u03c4\u03ad\u03c2 \u03bc\u03bf\u03c5 \u03ba\u03b1\u03b9 \u03c3\u03c5\u03bd\u03b5\u03c7\u03af\u03b6\u03b5\u03b9 \u03bd\u03b1 \u03c4\u03bf\u03c5\u03c2 \u03ba\u03b9\u03bd\u03b5\u03af \u03c4\u03bf \u03b5\u03bd\u03b4\u03b9\u03b1\u03c6\u03ad\u03c1\u03bf\u03bd \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03bf\u03b4\u03b7\u03b3\u03b5\u03af \u03c3\u03b5 \u03b5\u03bd\u03b4\u03b9\u03b1\u03c6\u03ad\u03c1\u03bf\u03bd\u03c4\u03b1 debates. Debates \u03c4\u03b1 \u03bf\u03c0\u03bf\u03af\u03b1, \u03b1\u03c6\u03bf\u03cd \u03bb\u03ac\u03b2\u03bf\u03c5\u03bd \u03c5\u03c0\u03cc\u03c8\u03b7 \u03ba\u03b1\u03b9 \u03c4\u03b7 \u03bd\u03b5\u03cc\u03c4\u03b5\u03c1\u03b7 \u03b2\u03b9\u03b2\u03bb\u03b9\u03bf\u03b3\u03c1\u03b1\u03c6\u03af\u03b1 \u03ba\u03b1\u03b9 \u03c4\u03b9\u03c2 \u03c3\u03cd\u03b3\u03c7\u03c1\u03bf\u03bd\u03b5\u03c2 \u03b5\u03be\u03b5\u03bb\u03af\u03be\u03b5\u03b9\u03c2, \u03ba\u03b1\u03c4\u03b1\u03bb\u03ae\u03b3\u03bf\u03c5\u03bd \u03c3\u03c4\u03bf \u03af\u03b4\u03b9\u03bf \u03c3\u03c5\u03bc\u03c0\u03ad\u03c1\u03b1\u03c3\u03bc\u03b1. \u03a4\u03bf \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03af \u03c3\u03c5\u03bd\u03b4\u03c5\u03b1\u03c3\u03bc\u03cc \u03c4\u03c9\u03bd \u03b4\u03cd\u03bf \u03ba\u03cc\u03c3\u03bc\u03c9\u03bd. \u039c\u03b5 \u03bc\u03b9\u03b1 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03ac \u03cc\u03bc\u03c9\u03c2: \u03a0\u03bb\u03ad\u03bf\u03bd \u03c3\u03c4\u03bf \u03bc\u03af\u03b3\u03bc\u03b1 \u03b7 \u03b4\u03bf\u03c3\u03bf\u03bb\u03bf\u03b3\u03af\u03b1 \u03c4\u03b7\u03c2 \u03b5\u03c0\u03b9\u03c3\u03c4\u03ae\u03bc\u03b7\u03c2 \u03ad\u03c7\u03b5\u03b9 \u03b1\u03c5\u03be\u03b7\u03b8\u03b5\u03af \u03c0\u03bf\u03bb\u03cd. \u0391\u03bc\u03ad\u03c4\u03c1\u03b7\u03c4\u03b1 \u03c4\u03b1 \u03b4\u03b9\u03b1\u03b8\u03ad\u03c3\u03b9\u03bc\u03b1 \u03bc\u03bf\u03bd\u03c4\u03ad\u03bb\u03b1 \u03ba\u03b1\u03b9 \u03bf\u03b9 \u03bc\u03b5\u03b8\u03bf\u03b4\u03bf\u03bb\u03bf\u03b3\u03af\u03b5\u03c2, \u03ac\u03c6\u03b8\u03bf\u03bd\u03b1 \u03ba\u03b1\u03b9 \u03c4\u03b1 \u03b4\u03b9\u03b1\u03b8\u03ad\u03c3\u03b9\u03bc\u03b1 \u03c3\u03c4\u03bf\u03b9\u03c7\u03b5\u03af\u03b1 \u03c0\u03c1\u03bf\u03c2 \u03b5\u03c0\u03b5\u03be\u03b5\u03c1\u03b3\u03b1\u03c3\u03af\u03b1, \u03b1\u03bd\u03ac\u03bb\u03c5\u03c3\u03b7 \u03ba\u03b1\u03b9 \u03c3\u03cd\u03bd\u03b8\u03b5\u03c3\u03b7.<\/p>\n<p>\u03a4\u03bf \u03c0\u03c1\u03cc\u03b2\u03bb\u03b7\u03bc\u03b1 \u03b5\u03af\u03bd\u03b1\u03b9 \u03cc\u03c4\u03b9 \u03bf\u03b9 marketers \u03c0\u03bf\u03c5 \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03ad\u03c1\u03bf\u03bd\u03c4\u03b1\u03b9 \u03c9\u03c2 \u03c4\u03b5\u03c7\u03bd\u03af\u03c4\u03b5\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03c0\u03bf\u03bb\u03bb\u03bf\u03af \u03b1\u03ba\u03cc\u03bc\u03b1 \u03c3\u03c4\u03b7\u03bd \u0395\u03bb\u03bb\u03b7\u03bd\u03b9\u03ba\u03ae \u03b1\u03b3\u03bf\u03c1\u03ac. \u0388\u03c7\u03bf\u03bd\u03c4\u03b1\u03c2 \u03bc\u03ac\u03b8\u03b5\u03b9 \u03c4\u03bf \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03b9\u03ba\u03ac, \u03ba\u03c5\u03c1\u03af\u03c9\u03c2 \u03bc\u03ad\u03c3\u03b1 \u03b1\u03c0\u03cc \u03c4\u03b7\u03bd -\u03c0\u03bf\u03bb\u03cd \u03c7\u03c1\u03ae\u03c3\u03b9\u03bc\u03b7, \u03b4\u03b5\u03bd \u03c4\u03bf \u03b1\u03bc\u03c6\u03b9\u03c3\u03b2\u03b7\u03c4\u03ce &#8211; \u03ba\u03b1\u03b8\u03b7\u03bc\u03b5\u03c1\u03b9\u03bd\u03ae \u03c0\u03c1\u03b1\u03ba\u03c4\u03b9\u03ba\u03ae, \u03b4\u03b9\u03b1\u03c4\u03b7\u03c1\u03bf\u03cd\u03bd \u03bc\u03b9\u03ba\u03c1\u03ae \u03b5\u03c0\u03b1\u03c6\u03ae \u03bc\u03b5 \u03c4\u03b9\u03c2 \u03bd\u03ad\u03b5\u03c2 \u03b1\u03bb\u03bb\u03ac \u03ba\u03b1\u03b9 \u03c4\u03b9\u03c2 \u03c0\u03b1\u03bb\u03b9\u03cc\u03c4\u03b5\u03c1\u03b5\u03c2 \u03bc\u03b5\u03b8\u03bf\u03b4\u03bf\u03bb\u03bf\u03b3\u03af\u03b5\u03c2 \u03ba\u03b1\u03b9 \u03ad\u03c7\u03bf\u03c5\u03bd \u03c3\u03c7\u03b5\u03c4\u03b9\u03ba\u03ae \u03b4\u03c5\u03c3\u03ba\u03bf\u03bb\u03af\u03b1 \u03ae \u03ba\u03b1\u03b9 \u03b1\u03c0\u03ad\u03c7\u03b8\u03b5\u03b9\u03b1 \u03c3\u03c4\u03bf \u03bd\u03b1 \u03b4\u03b9\u03b1\u03c7\u03b5\u03b9\u03c1\u03b9\u03c3\u03c4\u03bf\u03cd\u03bd \u03c4\u03b1 \u03b4\u03b9\u03b1\u03b8\u03ad\u03c3\u03b9\u03bc\u03b1 \u03c3\u03c4\u03bf\u03b9\u03c7\u03b5\u03af\u03b1. \u03a0\u03c1\u03bf\u03c4\u03b9\u03bc\u03bf\u03cd\u03bd \u03ad\u03c4\u03c3\u03b9 \u03bd\u03b1 \u03b1\u03ba\u03bf\u03bb\u03bf\u03c5\u03b8\u03bf\u03cd\u03bd \u03c4\u03b7\u03bd \u03c0\u03b5\u03c0\u03b1\u03c4\u03b7\u03bc\u03ad\u03bd\u03b7, \u03b2\u03b1\u03c3\u03b9\u03b6\u03cc\u03bc\u03b5\u03bd\u03bf\u03b9 \u03ba\u03c5\u03c1\u03af\u03c9\u03c2 \u03c3\u03c4\u03b7\u03bd \u03b5\u03bc\u03c0\u03b5\u03b9\u03c1\u03af\u03b1 \u03c4\u03bf\u03c5\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u03b1\u03c0\u03bb\u03ae (\u03c3\u03c4\u03b1 \u03cc\u03c1\u03b9\u03b1 \u03c4\u03b7\u03c2 \u03b1\u03c0\u03bb\u03bf\u03ca\u03ba\u03ae\u03c2) \u03ad\u03c1\u03b5\u03c5\u03bd\u03b1 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2.<\/p>\n<p>\u039c\u03b5 \u03b1\u03c0\u03bf\u03c4\u03ad\u03bb\u03b5\u03c3\u03bc\u03b1 \u03bd\u03b1 \u03ba\u03c5\u03c1\u03b9\u03b1\u03c1\u03c7\u03b5\u03af \u03b1\u03ba\u03cc\u03bc\u03b1 \u03ba\u03b1\u03b9 \u03c3\u03ae\u03bc\u03b5\u03c1\u03b1 \u03b7 \u03ac\u03c0\u03bf\u03c8\u03b7 \u03cc\u03c4\u03b9 \u03c4\u03bf \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b5\u03af\u03bd\u03b1\u03b9 \u03ba\u03c5\u03c1\u03af\u03c9\u03c2 \u03ba\u03b1\u03bb\u03ad\u03c2 \u03b9\u03b4\u03ad\u03b5\u03c2, \u03b5\u03c6\u03b1\u03c1\u03bc\u03bf\u03c3\u03bc\u03ad\u03bd\u03b5\u03c2 \u03ad\u03be\u03c5\u03c0\u03bd\u03b1 \u03ba\u03b1\u03b9 \u03bc\u03b5\u03b8\u03bf\u03b4\u03b9\u03ba\u03ac. \u0391\u03c2 \u03bc\u03b7\u03bd \u03be\u03b5\u03c7\u03bd\u03ac\u03bc\u03b5 \u03cc\u03bc\u03c9\u03c2 \u03cc\u03c4\u03b9 \u03c3\u03c0\u03ac\u03bd\u03b9\u03b1 \u03ad\u03bd\u03b1\u03c2 \u03c4\u03b5\u03c7\u03bd\u03af\u03c4\u03b7\u03c2 \u03b1\u03c0\u03bf\u03bb\u03b1\u03bc\u03b2\u03ac\u03bd\u03b5\u03b9 \u03c4\u03b7\u03c2 \u03af\u03b4\u03b9\u03b1 \u03b1\u03c0\u03bf\u03b4\u03bf\u03c7\u03ae\u03c2 \u03ba\u03b1\u03b9 \u03b1\u03bc\u03bf\u03b9\u03b2\u03ae\u03c2 \u03bc\u03b5 \u03ad\u03bd\u03b1\u03bd \u03b5\u03c0\u03b9\u03c3\u03c4\u03ae\u03bc\u03bf\u03bd\u03b1. \u0393\u03b9\u2019 \u03b1\u03c5\u03c4\u03cc \u03ba\u03b1\u03bb\u03cc \u03b5\u03af\u03bd\u03b1\u03b9 \u03bd\u03b1 \u03b1\u03bd\u03c4\u03b9\u03bc\u03b5\u03c4\u03c9\u03c0\u03af\u03c3\u03bf\u03c5\u03bc\u03b5 \u03c4\u03bf \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03ba\u03b1\u03b9 \u03c9\u03c2 \u03b5\u03c0\u03b9\u03c3\u03c4\u03ae\u03bc\u03b7, \u03b5\u03ba\u03bc\u03b5\u03c4\u03b1\u03bb\u03bb\u03b5\u03c5\u03cc\u03bc\u03b5\u03bd\u03bf\u03b9 \u03c4\u03b9\u03c2 \u03bc\u03b5\u03b8\u03bf\u03b4\u03bf\u03bb\u03bf\u03b3\u03af\u03b5\u03c2, \u03c4\u03b1 \u03b5\u03c1\u03b3\u03b1\u03bb\u03b5\u03af\u03b1 \u03ba\u03b1\u03b9 \u03c4\u03b1 \u03c3\u03c4\u03bf\u03b9\u03c7\u03b5\u03af\u03b1 \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03b1\u03bd\u03b1\u03b4\u03b5\u03af\u03be\u03bf\u03c5\u03bc\u03b5 \u03c4\u03b7\u03bd \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03ae \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba, \u03c4\u03bf \u03c0\u03bb\u03ae\u03c1\u03b5\u03c2 branding \u03ba\u03b1\u03b9 \u03c4\u03bf market planning \u03c9\u03c2 \u03ba\u03cd\u03c1\u03b9\u03b1 \u03c3\u03c5\u03c3\u03c4\u03b1\u03c4\u03b9\u03ba\u03ac \u03c4\u03b7\u03c2 \u03b4\u03bf\u03c5\u03bb\u03b5\u03b9\u03ac\u03c2 \u03bc\u03b1\u03c2.<\/p>\n<p>@\u0393\u03b9\u03ce\u03c1\u03b3\u03bf\u03c2 \u0391\u03bd\u03b1\u03c3\u03c4\u03b1\u03c3\u03b9\u03ac\u03b4\u03b7\u03c2<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u03a3\u03c4\u03b9\u03c2 \u03bc\u03ad\u03c1\u03b5\u03c2 \u03bc\u03b1\u03c2 \u03b1\u03c5\u03c4\u03cc \u03c0\u03bf\u03c5 \u03ba\u03ac\u03bd\u03b5\u03b9 \u03c4\u03bf\u03bd \u03ba\u03cc\u03c3\u03bc\u03bf \u03bd\u03b1 \u03b3\u03c5\u03c1\u03af\u03b6\u03b5\u03b9 \u03b5\u03af\u03bd\u03b1\u03b9 \u03c4\u03bf \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba. \u00ab\u0395\u03cd\u03bb\u03bf\u03b3\u03b7 \u03c0\u03c1\u03bf\u03c3\u03c0\u03ac\u03b8\u03b5\u03b9\u03b1 \u03ba\u03ac\u03c0\u03bf\u03b9\u03bf\u03c5 \u03b5\u03c0\u03b1\u03b3\u03b3\u03b5\u03bb\u03bc\u03b1\u03c4\u03af\u03b1 \u03bd\u03b1 \u03b4\u03ce\u03c3\u03b5\u03b9 \u03b1\u03be\u03af\u03b1 \u03c3\u03c4\u03b7 \u03b4\u03bf\u03c5\u03bb\u03b5\u03b9\u03ac \u03c4\u03bf\u03c5\u00bb \u03b8\u03b1 \u03c3\u03ba\u03b5\u03c6\u03c4\u03b5\u03af\u03c4\u03b5. \u039a\u03b9 \u03cc\u03bc\u03c9\u03c2, \u03c3\u03ae\u03bc\u03b5\u03c1\u03b1 \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03bf \u03b1\u03c0\u03cc \u03c0\u03bf\u03c4\u03ad \u03c4\u03bf \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b2\u03c1\u03af\u03c3\u03ba\u03b5\u03c4\u03b1\u03b9 \u03c3\u03c4\u03bf\u03bd \u03c0\u03c5\u03c1\u03ae\u03bd\u03b1 \u03c3\u03c7\u03b5\u03b4\u03cc\u03bd \u03ba\u03ac\u03b8\u03b5 \u03bc\u03bf\u03c1\u03c6\u03ae\u03c2 \u03b1\u03bd\u03ac\u03c0\u03c4\u03c5\u03be\u03b7\u03c2. \u0395\u03af\u03bd\u03b1\u03b9 \u03ba\u03b1\u03b9\u03c1\u03cc\u03c2 \u03b5\u03c0\u03b9\u03c4\u03ad\u03bb\u03bf\u03c5\u03c2 \u03bd\u03b1 \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03af\u03c3\u03bf\u03c5\u03bc\u03b5 \u03c4\u03bf \u03b5\u03c0\u03ac\u03b3\u03b3\u03b5\u03bb\u03bc\u03ac \u03bc\u03b1\u03c2. \u0391\u03c2 \u03ba\u03ac\u03bd\u03bf\u03c5\u03bc\u03b5 \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b3\u03b9\u03b1 \u03c4\u03bf \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba.<\/p>\n","protected":false},"author":1,"featured_media":220,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[31,28,14,29,38,46,20,21,22],"class_list":["post-219","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-internet-marketing","tag-marketing-2","tag-money","tag-multi-level-marketing","tag-ependisis","tag-epichirimaties","tag-simvoules-diktioton","tag-simvoules-epichirimation","tag-simvoules-poliseon"],"_links":{"self":[{"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=\/wp\/v2\/posts\/219","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=219"}],"version-history":[{"count":3,"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=\/wp\/v2\/posts\/219\/revisions"}],"predecessor-version":[{"id":3168,"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=\/wp\/v2\/posts\/219\/revisions\/3168"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=\/wp\/v2\/media\/220"}],"wp:attachment":[{"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=219"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=219"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=219"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}