{"id":2868,"date":"2014-11-14T19:16:55","date_gmt":"2014-11-14T16:16:55","guid":{"rendered":"http:\/\/www.businesslife.gr\/?p=2868"},"modified":"2014-11-14T19:16:55","modified_gmt":"2014-11-14T16:16:55","slug":"epikinonia-marketingk","status":"publish","type":"post","link":"https:\/\/www.businesslife.gr\/?p=2868","title":{"rendered":"\u0395\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1 \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba"},"content":{"rendered":"<p><strong>\u03a4\u03b9 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 \u039f\u03bb\u03bf\u03ba\u03bb\u03b7\u03c1\u03c9\u03bc\u03ad\u03bd\u03b7 \u0395\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1 \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba;<\/strong><\/p>\n<p>\u03a0\u03b9\u03b8\u03b1\u03bd\u03cc\u03bd \u03ba\u03b1\u03bc\u03af\u03b1 \u03c0\u03b5\u03c1\u03b9\u03bf\u03c7\u03ae \u03c4\u03bf\u03c5 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b4\u03b5\u03bd 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\u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03c0\u03bf\u03c5 \u03ad\u03c7\u03bf\u03c5\u03bd \u03c3\u03c4\u03b7 \u03b4\u03b9\u03ac\u03b8\u03b5\u03c3\u03ae \u03c4\u03bf\u03c5\u03c2 \u03bf\u03b9 marketers \u03b1\u03c5\u03be\u03ac\u03bd\u03bf\u03bd\u03c4\u03b1\u03b9 \u03ba\u03b1\u03b8\u03b7\u03bc\u03b5\u03c1\u03b9\u03bd\u03ac \u03c7\u03ac\u03c1\u03b7 \u03c3\u03c4\u03b7\u03bd \u03c0\u03b1\u03b3\u03ba\u03bf\u03c3\u03bc\u03b9\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7 \u03b1\u03bb\u03bb\u03ac \u03ba\u03b1\u03b9 \u03c3\u03c4\u03b7\u03bd \u03b1\u03bd\u03ac\u03c0\u03c4\u03c5\u03be\u03b7 \u03bd\u03ad\u03c9\u03bd \u03c4\u03b5\u03c7\u03bd\u03bf\u03bb\u03bf\u03b3\u03b9\u03ce\u03bd [1].<\/p>\n<p><strong>\u03a0\u03b1\u03c1\u03b1\u03c4\u03b7\u03c1\u03b5\u03af\u03c4\u03b1\u03b9, \u03b5\u03c0\u03af\u03c3\u03b7\u03c2, \u03ba\u03b1\u03c4\u03b1\u03ba\u03b5\u03c1\u03bc\u03b1\u03c4\u03b9\u03c3\u03bc\u03cc\u03c2 \u03c3\u03c4\u03b1 \u03c0\u03b1\u03c1\u03b1\u03b4\u03bf\u03c3\u03b9\u03b1\u03ba\u03ac \u03bc\u03ad\u03c3\u03b1 \u03bc\u03b1\u03b6\u03b9\u03ba\u03ae\u03c2 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2 \u03ba\u03b1\u03b8\u03ce\u03c2 \u03ba\u03b1\u03b9 \u03b7 \u03b5\u03bc\u03c6\u03ac\u03bd\u03b9\u03c3\u03b7 \u03bd\u03ad\u03c9\u03bd \u03bc\u03ad\u03c3\u03c9\u03bd.<\/strong> \u03a0\u03b1\u03c1\u03b1\u03b4\u03b5\u03af\u03b3\u03bc\u03b1\u03c4\u03b1 \u03b1\u03c5\u03c4\u03ae\u03c2 \u03c4\u03b7\u03c2 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03c4\u03bf \u038a\u03bd\u03c4\u03b5\u03c1\u03bd\u03b5\u03c4, \u03b7 \u03c3\u03c5\u03bd\u03b4\u03c1\u03bf\u03bc\u03b7\u03c4\u03b9\u03ba\u03ae \u03c4\u03b7\u03bb\u03b5\u03cc\u03c1\u03b1\u03c3\u03b7, \u03b7 \u03ba\u03b9\u03bd\u03b7\u03c4\u03ae \u03c4\u03b7\u03bb\u03b5\u03c6\u03c9\u03bd\u03af\u03b1 \u03ba.\u03bb\u03c0. \u039f\u03b9 marketers \u03b4\u03b5\u03bd \u03ad\u03c7\u03bf\u03c5\u03bd \u03bc\u03cc\u03bd\u03bf \u03bd\u03b1 \u03b5\u03c0\u03b9\u03bb\u03ad\u03be\u03bf\u03c5\u03bd \u03b1\u03c0\u03cc \u03b1\u03c5\u03c4\u03ae \u03c4\u03b7\u03bd \u03c0\u03bb\u03b5\u03b9\u03ac\u03b4\u03b1 \u03c4\u03c9\u03bd \u03bd\u03ad\u03c9\u03bd \u03b5\u03c1\u03b3\u03b1\u03bb\u03b5\u03af\u03c9\u03bd \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2, \u03b1\u03bb\u03bb\u03ac \u03c0\u03c1\u03ad\u03c0\u03b5\u03b9 \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03c4\u03b1 \u03c7\u03c1\u03b7\u03c3\u03b9\u03bc\u03bf\u03c0\u03bf\u03b9\u03ae\u03c3\u03bf\u03c5\u03bd \u03bc\u03b5 \u03c4\u03c1\u03cc\u03c0\u03bf \u03ce\u03c3\u03c4\u03b5 \u03bd\u03b1 \u03c0\u03b5\u03c4\u03cd\u03c7\u03bf\u03c5\u03bd \u03c4\u03b7\u03bd \u03bc\u03ad\u03b3\u03b9\u03c3\u03c4\u03b7 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03b1\u03ba\u03ae \u03c3\u03c5\u03bd\u03ad\u03c1\u03b3\u03b9\u03b1 [2].<\/p>\n<blockquote><p>\u039f\u03b9 Wells et al [3] \u03bf\u03c1\u03af\u03b6\u03bf\u03c5\u03bd \u03c4\u03b7\u03bd \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03c9\u03c2 \u03c4\u03bf\u03bd \u03bc\u03b7\u03c7\u03b1\u03bd\u03b9\u03c3\u03bc\u03cc \u03ba\u03bf\u03b9\u03bd\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7\u03c2 \u03c0\u03bb\u03b7\u03c1\u03bf\u03c6\u03bf\u03c1\u03b9\u03ce\u03bd \u03c0\u03c1\u03bf\u03c2 \u03c4\u03bf\u03bd \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ae.<\/p>\n<p>\u039f Keller [4] \u03bf\u03c1\u03af\u03b6\u03b5\u03b9 \u03c4\u03b7\u03bd \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03c9\u03c2 \u03c4\u03b1 \u03bc\u03ad\u03c3\u03b1 \u03bc\u03b5 \u03c4\u03b1 \u03bf\u03c0\u03bf\u03af\u03b1 \u03bf\u03b9 \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03ae\u03c3\u03b5\u03b9\u03c2 \u03c0\u03c1\u03bf\u03c3\u03c0\u03b1\u03b8\u03bf\u03cd\u03bd \u03bd\u03b1 \u03c0\u03bb\u03b7\u03c1\u03bf\u03c6\u03bf\u03c1\u03ae\u03c3\u03bf\u03c5\u03bd, \u03bd\u03b1 \u03c0\u03b5\u03af\u03c3\u03bf\u03c5\u03bd \u03ae \u03bd\u03b1 \u03c5\u03c0\u03b5\u03bd\u03b8\u03c5\u03bc\u03af\u03c3\u03bf\u03c5\u03bd \u03c3\u03c4\u03bf\u03c5\u03c2 \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ad\u03c2 \u2013\u03ac\u03bc\u03b5\u03c3\u03b1 \u03ae \u03ad\u03bc\u03bc\u03b5\u03c3\u03b1- \u03c4\u03b1 \u03c7\u03b1\u03c1\u03b1\u03ba\u03c4\u03b7\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac \u03c4\u03c9\u03bd brands \u03c0\u03bf\u03c5 \u03c0\u03c9\u03bb\u03bf\u03cd\u03bd. \u0388\u03bd\u03b1\u03c2 \u03ac\u03bb\u03bb\u03bf\u03c2 \u03bf\u03c1\u03b9\u03c3\u03bc\u03cc\u03c2 \u03c4\u03b7\u03c2 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf\u03b9 \u03b4\u03c1\u03b1\u03c3\u03c4\u03b7\u03c1\u03b9\u03cc\u03c4\u03b7\u03c4\u03b5\u03c2 \u03c0\u03bf\u03c5 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03bf\u03cd\u03bd \u03c4\u03b7\u03bd \u03b1\u03be\u03af\u03b1 \u03c4\u03bf\u03c5 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03bf\u03c2 \u03ba\u03b1\u03b9 \u03c0\u03b5\u03af\u03b8\u03bf\u03c5\u03bd \u03c4\u03bf \u03ba\u03bf\u03b9\u03bd\u03cc-\u03c3\u03c4\u03cc\u03c7\u03bf \u03bd\u03b1 \u03c4\u03bf \u03b1\u03b3\u03bf\u03c1\u03ac\u03c3\u03bf\u03c5\u03bd [5]. \u038c\u03c0\u03c9\u03c2 \u03b3\u03af\u03bd\u03b5\u03c4\u03b1\u03b9 \u03c6\u03b1\u03bd\u03b5\u03c1\u03cc \u03b1\u03c0\u03cc \u03c4\u03bf\u03c5\u03c2 \u03c0\u03b1\u03c1\u03b1\u03c0\u03ac\u03bd\u03c9 \u03bf\u03c1\u03b9\u03c3\u03bc\u03bf\u03cd\u03c2, \u03b7 \u03bc\u03b5\u03c4\u03ac\u03b4\u03bf\u03c3\u03b7 \u03b5\u03bd\u03cc\u03c2 \u03bc\u03b7\u03bd\u03cd\u03bc\u03b1\u03c4\u03bf\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 \u03b2\u03b1\u03c3\u03b9\u03ba\u03ae \u03b4\u03c1\u03b1\u03c3\u03c4\u03b7\u03c1\u03b9\u03cc\u03c4\u03b7\u03c4\u03b1 \u03c4\u03b7\u03c2 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba.<\/p><\/blockquote>\n<p><strong>\u0397 \u03b4\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03af\u03b1 \u03ba\u03b1\u03b9 \u03b7 \u03bc\u03b5\u03c4\u03ac\u03b4\u03bf\u03c3\u03b7 \u03b5\u03bd\u03cc\u03c2 \u03bc\u03b7\u03bd\u03cd\u03bc\u03b1\u03c4\u03bf\u03c2<\/strong> \u03c0\u03c1\u03bf\u03c2 \u03ba\u03ac\u03c0\u03bf\u03b9\u03bf\u03bd \u03b4\u03ad\u03ba\u03c4\u03b7 \u03ba\u03b1\u03bb\u03b5\u03af\u03c4\u03b1\u03b9 \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03b1\u03c3\u03af\u03b1 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba. \u03a4\u03b1 \u03bc\u03b7\u03bd\u03cd\u03bc\u03b1\u03c4\u03b1 \u03bc\u03c0\u03bf\u03c1\u03b5\u03af \u03bd\u03b1 \u03b4\u03b9\u03b1\u03ba\u03bf\u03c0\u03bf\u03cd\u03bd \u03ae \u03bd\u03b1 \u03b1\u03bb\u03bb\u03bf\u03b9\u03c9\u03b8\u03bf\u03cd\u03bd \u03b1\u03c0\u03cc \u03c4\u03bf\u03bd \u03bb\u03b5\u03b3\u03cc\u03bc\u03b5\u03bd\u03bf \u00ab\u03b8\u03cc\u03c1\u03c5\u03b2\u03bf\u00bb (noise) \u03cc\u03c0\u03c9\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf\u03c0\u03bf\u03b9\u03bf\u03b4\u03ae\u03c0\u03bf\u03c4\u03b5 \u03c8\u03c5\u03c7\u03bf\u03bb\u03bf\u03b3\u03b9\u03ba\u03cc, \u03c6\u03c5\u03c3\u03b9\u03ba\u03cc, \u03c0\u03b5\u03c1\u03b9\u03c3\u03c4\u03b1\u03c3\u03b9\u03b1\u03ba\u03cc \u03ae \u03ac\u03bb\u03bb\u03bf \u03b5\u03bc\u03c0\u03cc\u03b4\u03b9\u03bf, \u03c0\u03c1\u03ac\u03b3\u03bc\u03b1 \u03c0\u03bf\u03c5 \u03ad\u03c7\u03b5\u03b9 \u03c9\u03c2 \u03b1\u03c0\u03bf\u03c4\u03ad\u03bb\u03b5\u03c3\u03bc\u03b1 \u03bf \u03b4\u03ad\u03ba\u03c4\u03b7\u03c2 \u03bd\u03b1 \u03bb\u03ac\u03b2\u03b5\u03b9 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03b5\u03c4\u03b9\u03ba\u03cc \u03bc\u03ae\u03bd\u03c5\u03bc\u03b1 \u03b1\u03c0\u03cc \u03b1\u03c5\u03c4\u03cc \u03c0\u03bf\u03c5 \u03ae\u03b8\u03b5\u03bb\u03b5 \u03bf \u03c0\u03bf\u03bc\u03c0\u03cc\u03c2 \u03c4\u03bf\u03c5 \u03bc\u03b7\u03bd\u03cd\u03bc\u03b1\u03c4\u03bf\u03c2 \u03bd\u03b1 \u03c3\u03c4\u03b5\u03af\u03bb\u03b5\u03b9 [6].<\/p>\n<p>\u039f\u03b9 \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03b9\u03c3\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b5\u03c2 \u03bb\u03b5\u03b9\u03c4\u03bf\u03c5\u03c1\u03b3\u03bf\u03cd\u03bd \u03c9\u03c2 \u03bc\u03b5\u03c3\u03ac\u03b6\u03bf\u03bd\u03c4\u03b1\u03c2 \u03c4\u03b7\u03c2 \u03b5\u03c0\u03b9\u03c7\u03b5\u03af\u03c1\u03b7\u03c3\u03b7\u03c2, \u03c4\u03bf\u03c5 \u03c0\u03bf\u03bc\u03c0\u03bf\u03cd \u03b4\u03b7\u03bb\u03b1\u03b4\u03ae, \u03c3\u03c4\u03b7 \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03b1\u03c3\u03af\u03b1 \u03b1\u03c5\u03c4\u03ae.<\/p>\n<p>\u0397 \u03b1\u03c0\u03bf\u03c3\u03c4\u03bf\u03bb\u03ae \u03c4\u03b7\u03c2 \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03b9\u03c3\u03c4\u03b9\u03ba\u03ae\u03c2 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b1\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bd\u03b1 \u03ba\u03c9\u03b4\u03b9\u03ba\u03bf\u03c0\u03bf\u03b9\u03ae\u03c3\u03b5\u03b9 \u03c4\u03bf \u03bc\u03ae\u03bd\u03c5\u03bc\u03b1 \u03c0\u03bf\u03c5 \u03b8\u03b1 \u03bc\u03b5\u03c4\u03b1\u03b4\u03bf\u03b8\u03b5\u03af \u03c3\u03c4\u03bf\u03c5\u03c2 \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ad\u03c2 \u03bc\u03ad\u03c3\u03c9 \u03b4\u03b9\u03b1\u03c6\u03cc\u03c1\u03c9\u03bd \u03bc\u03ad\u03c3\u03c9\u03bd (media). \u039f \u03c3\u03c4\u03cc\u03c7\u03bf\u03c2 \u03c4\u03b7\u03c2 \u03ba\u03c9\u03b4\u03b9\u03ba\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7\u03c2 \u03b4\u03b5\u03bd \u03b5\u03af\u03bd\u03b1\u03b9 \u03b1\u03c0\u03bb\u03ce\u03c2 \u03bd\u03b1 \u03c0\u03b5\u03c1\u03b9\u03b3\u03c1\u03ac\u03c8\u03b5\u03b9 \u03c4\u03b1 \u03bf\u03c6\u03ad\u03bb\u03b7 \u03b5\u03bd\u03cc\u03c2 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03bf\u03c2 \u03bc\u03b5 \u03c4\u03ad\u03c4\u03bf\u03b9\u03bf \u03c4\u03c1\u03cc\u03c0\u03bf \u03ce\u03c3\u03c4\u03b5 \u03bd\u03b1 \u03b5\u03af\u03bd\u03b1\u03b9 \u03ba\u03b1\u03c4\u03b1\u03bd\u03bf\u03b7\u03c4\u03cc\u03c2 \u03ba\u03b1\u03b9 \u03c0\u03b5\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc\u03c2, \u03b1\u03bb\u03bb\u03ac \u03bd\u03b1 \u03c4\u03bf \u03ba\u03ac\u03bd\u03b5\u03b9 \u03b1\u03c5\u03c4\u03cc \u03ad\u03c4\u03c3\u03b9 \u03ce\u03c3\u03c4\u03b5 \u03bd\u03b1 \u03c0\u03c1\u03bf\u03ba\u03b1\u03bb\u03ad\u03c3\u03b5\u03b9 \u03c4\u03b7\u03bd \u03c0\u03c1\u03bf\u03c3\u03bf\u03c7\u03ae \u03c4\u03bf\u03c5 \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ae \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03ba\u03b1\u03c4\u03b1\u03c3\u03c4\u03ae\u03c3\u03b5\u03b9 \u03c4\u03b7\u03bd \u03b1\u03c0\u03bf\u03ba\u03c9\u03b4\u03b9\u03ba\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7 \u03c4\u03bf\u03c5 \u03bc\u03b7\u03bd\u03cd\u03bc\u03b1\u03c4\u03bf\u03c2 \u03cc\u03c3\u03bf \u03b3\u03af\u03bd\u03b5\u03c4\u03b1\u03b9 \u03b5\u03c5\u03ba\u03bf\u03bb\u03cc\u03c4\u03b5\u03c1\u03b7 \u03b3\u03b9\u03b1 \u03c4\u03bf \u03ba\u03bf\u03b9\u03bd\u03cc-\u03c3\u03c4\u03cc\u03c7\u03bf[7].<\/p>\n<p><strong>\u03a4\u03bf \u03bc\u03ae\u03bd\u03c5\u03bc\u03b1 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 \u03c0\u03bb\u03b7\u03c1\u03bf\u03c6\u03bf\u03c1\u03af\u03b1 \u03c0\u03bf\u03c5 \u03bc\u03b5\u03c4\u03b1\u03b4\u03af\u03b4\u03b5\u03c4\u03b1\u03b9 \u03b1\u03c0\u03cc \u03c4\u03b7\u03bd \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03b9\u03c3\u03c4\u03b9\u03ba\u03ae \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b1 \u03c0\u03c1\u03bf\u03c2 \u03c4\u03bf \u03ba\u03bf\u03b9\u03bd\u03cc-\u03c3\u03c4\u03cc\u03c7\u03bf \u03bc\u03ad\u03c3\u03c9 \u03b5\u03bd\u03cc\u03c2 \u03ba\u03b1\u03bd\u03b1\u03bb\u03b9\u03bf\u03cd \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2<\/strong>. \u03a4\u03bf \u03bc\u03ae\u03bd\u03c5\u03bc\u03b1 \u03b5\u03c0\u03b7\u03c1\u03b5\u03ac\u03b6\u03b5\u03c4\u03b1\u03b9 \u03b1\u03c1\u03bd\u03b7\u03c4\u03b9\u03ba\u03ac \u03b1\u03c0\u03cc \u03c4\u03bf\u03bd \u03b8\u03cc\u03c1\u03c5\u03b2\u03bf. \u0391\u03bd \u03b4\u03b5\u03bd \u03c5\u03c0\u03ae\u03c1\u03c7\u03b5 \u03bf \u03b8\u03cc\u03c1\u03c5\u03b2\u03bf\u03c2, \u03bf \u03b4\u03ad\u03ba\u03c4\u03b7\u03c2 \u03b8\u03b1 \u03b5\u03c1\u03bc\u03ae\u03bd\u03b5\u03c5\u03b5 \u03c4\u03bf \u03bc\u03ae\u03bd\u03c5\u03bc\u03b1 \u03bc\u03b5 \u03c4\u03bf\u03bd \u03af\u03b4\u03b9\u03bf \u03b1\u03ba\u03c1\u03b9\u03b2\u03ce\u03c2 \u03c4\u03c1\u03cc\u03c0\u03bf \u03c0\u03bf\u03c5 \u03b8\u03b1 \u03ae\u03b8\u03b5\u03bb\u03b5 \u03bf \u03c0\u03bf\u03bc\u03c0\u03cc\u03c2. \u03a3\u03b5 \u03b1\u03c5\u03c4\u03ae\u03bd \u03c4\u03b7\u03bd \u03c0\u03b5\u03c1\u03af\u03c0\u03c4\u03c9\u03c3\u03b7, \u03c4\u03bf \u03bc\u03ae\u03bd\u03c5\u03bc\u03b1 \u03c0\u03c1\u03bf\u03ba\u03b1\u03bb\u03b5\u03af \u03b5\u03c0\u03b1\u03bd\u03b1\u03c4\u03c1\u03bf\u03c6\u03bf\u03b4\u03cc\u03c4\u03b7\u03c3\u03b7 \u03b7 \u03bf\u03c0\u03bf\u03af\u03b1 \u03bc\u03c0\u03bf\u03c1\u03b5\u03af \u03bd\u03b1 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 \u03b1\u03b3\u03bf\u03c1\u03ac \u03c4\u03bf\u03c5 \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03b9\u03b6\u03cc\u03bc\u03b5\u03bd\u03bf\u03c5 \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03bf\u03c2, \u03b7 \u03b6\u03ae\u03c4\u03b7\u03c3\u03b7 \u03c0\u03bb\u03b7\u03c1\u03bf\u03c6\u03bf\u03c1\u03b9\u03ce\u03bd \u03c0\u03b5\u03c1\u03af \u03b1\u03c5\u03c4\u03bf\u03cd, \u03b7 \u03b5\u03c0\u03af\u03c3\u03ba\u03b5\u03c8\u03b7 \u03c3\u03c4\u03bf \u03ba\u03b1\u03c4\u03ac\u03c3\u03c4\u03b7\u03bc\u03b1 \u03c0\u03ce\u03bb\u03b7\u03c3\u03b7\u03c2 \u03ba.\u03bb\u03c0.<\/p>\n<p><strong>\u0395\u03be\u03b1\u03b9\u03c4\u03af\u03b1\u03c2 \u03c4\u03bf\u03c5 \u03b2\u03bf\u03bc\u03b2\u03b1\u03c1\u03b4\u03b9\u03c3\u03bc\u03bf\u03cd \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03b9\u03c3\u03c4\u03b9\u03ba\u03ce\u03bd \u03bc\u03b7\u03bd\u03c5\u03bc\u03ac\u03c4\u03c9\u03bd (clutter)<\/strong> \u03c0\u03bf\u03c5 \u03b4\u03ad\u03c7\u03bf\u03bd\u03c4\u03b1\u03b9 \u03bf\u03b9 \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ad\u03c2 \u03c3\u03ae\u03bc\u03b5\u03c1\u03b1, \u03ba\u03b1\u03b8\u03af\u03c3\u03c4\u03b1\u03c4\u03b1\u03b9 \u03b1\u03c0\u03b1\u03c1\u03b1\u03af\u03c4\u03b7\u03c4\u03bf \u03b3\u03b9\u03b1 \u03c4\u03bf\u03c5\u03c2 marketers \u03bd\u03b1 \u03b5\u03c3\u03c4\u03b9\u03ac\u03c3\u03bf\u03c5\u03bd \u03c4\u03b9\u03c2 \u03c0\u03c1\u03bf\u03c9\u03b8\u03b7\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c4\u03bf\u03c5\u03c2 \u03b5\u03bd\u03ad\u03c1\u03b3\u03b5\u03b9\u03b5\u03c2, \u03ad\u03c4\u03c3\u03b9 \u03ce\u03c3\u03c4\u03b5 \u03bd\u03b1 \u03be\u03b5\u03c0\u03b5\u03c1\u03ac\u03c3\u03bf\u03c5\u03bd \u03c4\u03bf\u03bd \u03b8\u03cc\u03c1\u03c5\u03b2\u03bf \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03c0\u03c1\u03bf\u03c3\u03b5\u03b3\u03b3\u03af\u03c3\u03bf\u03c5\u03bd \u03c4\u03bf \u03ba\u03bf\u03b9\u03bd\u03cc-\u03c3\u03c4\u03cc\u03c7\u03bf \u03c0\u03bf\u03c5 \u03c4\u03bf\u03c5\u03c2 \u03b5\u03bd\u03b4\u03b9\u03b1\u03c6\u03ad\u03c1\u03b5\u03b9. \u03a4\u03bf \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc clutter \u03b3\u03af\u03bd\u03b5\u03c4\u03b1\u03b9 \u03c6\u03c5\u03c3\u03b9\u03ba\u03ac \u03b5\u03bc\u03c6\u03b1\u03bd\u03ad\u03c2 \u03b1\u03bd \u03b1\u03c0\u03bb\u03ac \u03ba\u03b1\u03b9 \u03bc\u03cc\u03bd\u03bf \u03c3\u03ba\u03b5\u03c6\u03c4\u03bf\u03cd\u03bc\u03b5 \u03c4\u03b7\u03bd \u03c0\u03bb\u03b5\u03b9\u03ac\u03b4\u03b1 \u03c4\u03c9\u03bd \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03b9\u03c3\u03c4\u03b9\u03ba\u03ce\u03bd \u03bc\u03ad\u03c3\u03c9\u03bd \u03c0\u03bf\u03c5 \u03c5\u03c0\u03ac\u03c1\u03c7\u03bf\u03c5\u03bd \u03c3\u03ae\u03bc\u03b5\u03c1\u03b1 \u03b5\u03bd \u03c3\u03c5\u03b3\u03ba\u03c1\u03af\u03c3\u03b5\u03b9 \u03bc\u03b5 \u03c4\u03bf \u03cc\u03c7\u03b9 \u03ba\u03b1\u03b9 \u03c4\u03cc\u03c3\u03bf \u03bc\u03b1\u03ba\u03c1\u03b9\u03bd\u03cc \u03c0\u03b1\u03c1\u03b5\u03bb\u03b8\u03cc\u03bd.<\/p>\n<p>\u039c\u03bf\u03bb\u03bf\u03bd\u03cc\u03c4\u03b9 \u03ad\u03c7\u03bf\u03c5\u03bd \u03b4\u03bf\u03b8\u03b5\u03af \u03b4\u03b9\u03ac\u03c6\u03bf\u03c1\u03bf\u03b9 \u03bf\u03c1\u03b9\u03c3\u03bc\u03bf\u03af \u03c4\u03b7\u03c2 \u039f.\u0395.\u039c. \u03b1\u03c0\u03cc \u03b5\u03b9\u03b4\u03b9\u03ba\u03bf\u03cd\u03c2 \u03c4\u03bf\u03c5 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b4\u03b5\u03bd \u03c5\u03c0\u03ac\u03c1\u03c7\u03b5\u03b9 \u03ad\u03bd\u03b1\u03c2 \u03ba\u03b1\u03b8\u03bf\u03bb\u03b9\u03ba\u03ac \u03b1\u03c0\u03bf\u03b4\u03b5\u03ba\u03c4\u03cc\u03c2 \u03bf\u03c1\u03b9\u03c3\u03bc\u03cc\u03c2 [8]. \u0395\u03af\u03bd\u03b1\u03b9 \u03ad\u03c4\u03c3\u03b9 \u03ba\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03b1 \u03bd\u03b1 \u03b4\u03b9\u03b1\u03ba\u03c1\u03af\u03bd\u03bf\u03c5\u03bc\u03b5 \u03c4\u03ad\u03c3\u03c3\u03b5\u03c1\u03b9\u03c2 \u03b4\u03b9\u03b1\u03c6\u03bf\u03c1\u03b5\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c0\u03c1\u03bf\u03bf\u03c0\u03c4\u03b9\u03ba\u03ad\u03c2 \u2013 \u03bf\u03c1\u03b9\u03c3\u03bc\u03bf\u03cd\u03c2 \u03c4\u03b7\u03c2 \u039f.\u0395.\u039c. [9], [10], [11], [12].<\/p>\n<p>1. \u0397 \u039f.\u0395.\u039c. \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf \u03b1\u03c5\u03c3\u03c4\u03b7\u03c1\u03cc\u03c2 \u03c3\u03c5\u03bd\u03c4\u03bf\u03bd\u03b9\u03c3\u03bc\u03cc\u03c2 \u03c4\u03c9\u03bd \u03c3\u03c4\u03bf\u03b9\u03c7\u03b5\u03af\u03c9\u03bd \u03c4\u03bf\u03c5 promotion mix.<\/p>\n<p>2. \u0397 \u039f.\u0395.\u039c. \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf \u03b1\u03c5\u03c3\u03c4\u03b7\u03c1\u03cc\u03c2 \u03c3\u03c5\u03bd\u03c4\u03bf\u03bd\u03b9\u03c3\u03bc\u03cc\u03c2 \u03c4\u03c9\u03bd \u03c3\u03c4\u03bf\u03b9\u03c7\u03b5\u03af\u03c9\u03bd \u03c4\u03bf\u03c5 promotion mix \u03b1\u03c5\u03c4\u03bf\u03cd \u03ba\u03b1\u03b8\u03b1\u03c5\u03c4\u03bf\u03cd \u03b1\u03bb\u03bb\u03ac \u03ba\u03b1\u03b9 \u03c4\u03bf\u03c5 marketing mix \u03b3\u03b5\u03bd\u03b9\u03ba\u03ac.<\/p>\n<p>3. \u0397 \u039f.\u0395.\u039c. \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf \u03b1\u03c5\u03c3\u03c4\u03b7\u03c1\u03cc\u03c2 \u03c3\u03c5\u03bd\u03c4\u03bf\u03bd\u03b9\u03c3\u03bc\u03cc\u03c2 \u03c4\u03bf\u03c5 promotion mix, \u03c4\u03bf\u03c5 marketing mix, \u03b1\u03bb\u03bb\u03ac \u03ba\u03b1\u03b9 \u03cc\u03bb\u03c9\u03bd \u03c4\u03c9\u03bd \u00ab\u03b5\u03c0\u03b1\u03c6\u03ce\u03bd\u00bb (contacts) \u03c0\u03bf\u03c5 \u03bc\u03c0\u03bf\u03c1\u03b5\u03af \u03bd\u03b1 \u03ad\u03c7\u03b5\u03b9 \u03bf \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ae\u03c2 \u03bc\u03b5 \u03c4\u03b7\u03bd \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b1 \u03ba\u03b1\u03b9 \u03c4\u03bf brand. \u0391\u03c5\u03c4\u03ae \u03b7 \u03c0\u03c1\u03bf\u03bf\u03c0\u03c4\u03b9\u03ba\u03ae \u03c0\u03b5\u03c1\u03b9\u03bb\u03b1\u03bc\u03b2\u03ac\u03bd\u03b5\u03b9, \u03b5\u03c0\u03b9\u03c0\u03bb\u03ad\u03bf\u03bd \u03c4\u03c9\u03bd \u03b4\u03c5\u03bf \u03c0\u03c1\u03ce\u03c4\u03c9\u03bd, \u03c0\u03c1\u03ac\u03b3\u03bc\u03b1\u03c4\u03b1 \u03cc\u03c0\u03c9\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 \u03b1\u03c0\u03bf\u03c3\u03c4\u03bf\u03bb\u03ae \u03c4\u03b7\u03c2 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b1\u03c2, \u03b7 \u03ba\u03bf\u03c5\u03bb\u03c4\u03bf\u03cd\u03c1\u03b1 \u03c4\u03b7\u03c2, \u03bf\u03b9 \u03c0\u03c1\u03b1\u03ba\u03c4\u03b9\u03ba\u03ad\u03c2 \u03c0\u03c1\u03cc\u03c3\u03bb\u03b7\u03c8\u03b7\u03c2 \u03c4\u03c9\u03bd \u03b5\u03c1\u03b3\u03b1\u03b6\u03bf\u03bc\u03ad\u03bd\u03c9\u03bd \u03ba.\u03bb\u03c0.<\/p>\n<p>4. \u0397 \u039f.\u0395.\u039c. \u03b5\u03af\u03bd\u03b1\u03b9 \u03ad\u03bd\u03b1 concept \u03c3\u03c7\u03b5\u03b4\u03b9\u03b1\u03c3\u03bc\u03bf\u03cd \u03c4\u03b7\u03c2 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03c4\u03bf \u03bf\u03c0\u03bf\u03af\u03bf \u03b1\u03bd\u03b1\u03b3\u03bd\u03c9\u03c1\u03af\u03b6\u03b5\u03b9 \u03c4\u03b7\u03bd \u03b5\u03c0\u03b9\u03c0\u03c1\u03cc\u03c3\u03b8\u03b5\u03c4\u03b7 \u03b1\u03be\u03af\u03b1 \u03c0\u03bf\u03c5 \u03c0\u03b1\u03c1\u03ad\u03c7\u03b5\u03b9 \u03c4\u03bf \u03bf\u03bb\u03bf\u03ba\u03bb\u03b7\u03c1\u03c9\u03bc\u03ad\u03bd\u03bf \u03b5\u03ba\u03b5\u03af\u03bd\u03bf \u03c0\u03bb\u03ac\u03bd\u03bf \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2 \u03c4\u03bf \u03bf\u03c0\u03bf\u03af\u03bf \u03b1\u03be\u03b9\u03bf\u03bb\u03bf\u03b3\u03b5\u03af \u03c4\u03bf\u03bd \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03cc \u03c1\u03cc\u03bb\u03bf \u03c0\u03bb\u03b5\u03b9\u03ac\u03b4\u03b1\u03c2 \u03b5\u03c1\u03b3\u03b1\u03bb\u03b5\u03af\u03c9\u03bd \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2 (\u03c0.\u03c7. \u03b3\u03b5\u03bd\u03b9\u03ba\u03ae \u03b4\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7, \u03c0\u03c1\u03bf\u03ce\u03b8\u03b7\u03c3\u03b7 \u03c0\u03c9\u03bb\u03ae\u03c3\u03b5\u03c9\u03bd, \u03b5\u03bd\u03ad\u03c1\u03b3\u03b5\u03b9\u03b5\u03c2 \u03ac\u03bc\u03b5\u03c3\u03b7\u03c2 \u03b1\u03bd\u03c4\u03b1\u03c0\u03cc\u03ba\u03c1\u03b9\u03c3\u03b7\u03c2, \u03b4\u03b7\u03bc\u03cc\u03c3\u03b9\u03b5\u03c2 \u03c3\u03c7\u03ad\u03c3\u03b5\u03b9\u03c2) \u03ba\u03b1\u03b9 \u03c3\u03c5\u03bd\u03b8\u03ad\u03c4\u03b5\u03b9 \u03c4\u03b1 \u03b5\u03c1\u03b3\u03b1\u03bb\u03b5\u03af\u03b1 \u03b1\u03c5\u03c4\u03ac \u03ce\u03c3\u03c4\u03b5 \u03bd\u03b1 \u03c5\u03c0\u03ac\u03c1\u03be\u03b5\u03b9 \u03c3\u03c5\u03bd\u03ad\u03c0\u03b5\u03b9\u03b1, \u03c3\u03b1\u03c6\u03ae\u03bd\u03b5\u03b9\u03b1 \u03ba\u03b1\u03b9 \u03bc\u03ad\u03b3\u03b9\u03c3\u03c4\u03b7 \u03b5\u03c0\u03af\u03b4\u03c1\u03b1\u03c3\u03b7 \u03c4\u03bf\u03c5 \u03bc\u03b7\u03bd\u03cd\u03bc\u03b1\u03c4\u03bf\u03c2 \u03b5\u03c0\u03af \u03c4\u03bf\u03c5 \u03ba\u03bf\u03b9\u03bd\u03bf\u03cd-\u03c3\u03c4\u03cc\u03c7\u03bf\u03c5.<\/p>\n<p><strong>\u0395\u03c0\u03b9\u03c0\u03bb\u03ad\u03bf\u03bd, \u03c3\u03cd\u03bc\u03c6\u03c9\u03bd\u03b1 \u03bc\u03b5 \u03c4\u03bf\u03bd Shimp [13], \u03b7 \u039f.\u0395.\u039c. \u03ad\u03c7\u03b5\u03b9 \u03c4\u03ad\u03c3\u03c3\u03b5\u03c1\u03b1 \u03ba\u03cd\u03c1\u03b9\u03b1 \u03c7\u03b1\u03c1\u03b1\u03ba\u03c4\u03b7\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03ac:<\/strong><\/p>\n<p>\u03a0\u03c1\u03ce\u03c4\u03bf\u03bd, \u03b5\u03c0\u03af\u03b4\u03c1\u03b1\u03c3\u03b7 \u03c3\u03c4\u03b7\u03bd \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ac. <strong>\u039f \u03c3\u03c4\u03cc\u03c7\u03bf\u03c2 \u03c4\u03b7\u03c2 \u039f.\u0395.\u039c. \u03b5\u03af\u03bd\u03b1\u03b9 \u03bd\u03b1 \u03b5\u03c0\u03b9\u03b4\u03c1\u03ac\u03c3\u03b5\u03b9 \u03c3\u03c4\u03b7\u03bd \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ac \u03c4\u03bf\u03c5 \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ae, \u03bd\u03b1 \u03c4\u03bf\u03bd \u03c0\u03c1\u03bf\u03c4\u03c1\u03ad\u03c8\u03b5\u03b9 \u03c3\u03b5 \u03b4\u03c1\u03ac\u03c3\u03b7.<\/strong> \u039c\u03bf\u03bb\u03bf\u03bd\u03cc\u03c4\u03b9 \u03b7 \u03c4\u03b5\u03bb\u03b9\u03ba\u03ae \u03b5\u03c0\u03b9\u03c4\u03c5\u03c7\u03af\u03b1 \u03b5\u03bd\u03cc\u03c2 \u03c0\u03c1\u03bf\u03b3\u03c1\u03ac\u03bc\u03bc\u03b1\u03c4\u03bf\u03c2 IMC \u03ba\u03c1\u03af\u03bd\u03b5\u03c4\u03b1\u03b9 \u03b1\u03c0\u03cc \u03c4\u03bf \u03b1\u03bd \u03b5\u03c0\u03b7\u03c1\u03b5\u03ac\u03b6\u03b5\u03b9 \u03c4\u03b7\u03bd \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ac \u03c4\u03bf\u03c5 \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ae, \u03b8\u03b1 \u03ae\u03c4\u03b1\u03bd \u03bc\u03b7 \u03c1\u03b5\u03b1\u03bb\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc \u03bd\u03b1 \u03b1\u03bd\u03b1\u03bc\u03ad\u03bd\u03bf\u03c5\u03bc\u03b5 \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03b9\u03ba\u03ae \u03b1\u03c0\u03cc\u03ba\u03c1\u03b9\u03c3\u03b7 \u03b1\u03c0\u03cc \u03ba\u03ac\u03b8\u03b5 \u03c0\u03c1\u03cc\u03b3\u03c1\u03b1\u03bc\u03bc\u03b1 \u039f.\u0395.\u039c.<\/p>\n<p>\u0394\u03b5\u03cd\u03c4\u03b5\u03c1\u03bf\u03bd, \u03bf\u03c5\u03b4\u03b5\u03c4\u03b5\u03c1\u03cc\u03c4\u03b7\u03c4\u03b1 \u03b1\u03c0\u03ad\u03bd\u03b1\u03bd\u03c4\u03b9 \u03c3\u03c4\u03b7\u03bd \u03b5\u03c0\u03b9\u03bb\u03bf\u03b3\u03ae \u03c4\u03c9\u03bd \u03bc\u03ad\u03c3\u03c9\u03bd \u03ba\u03b1\u03b9 \u03c4\u03c9\u03bd \u03bc\u03b5\u03b8\u03cc\u03b4\u03c9\u03bd \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2. \u0397 \u039f.\u0395.\u039c. \u03b4\u03b5\u03bd \u03b8\u03b5\u03c9\u03c1\u03b5\u03af \u03ba\u03ac\u03c0\u03bf\u03b9\u03b1 media \u03ae \u03bc\u03b5\u03b8\u03cc\u03b4\u03bf\u03c5\u03c2 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2 \u03ba\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03b5\u03c2 \u03b1\u03c0\u03cc \u03ba\u03ac\u03c0\u03bf\u03b9\u03b5\u03c2 \u03ac\u03bb\u03bb\u03b5\u03c2, \u03b1\u03bb\u03bb\u03ac \u03c7\u03c1\u03b7\u03c3\u03b9\u03bc\u03bf\u03c0\u03bf\u03b9\u03b5\u03af \u03ba\u03b1\u03c4\u03ac \u03c0\u03b5\u03c1\u03af\u03c0\u03c4\u03c9\u03c3\u03b7 \u03cc\u03bb\u03b1 \u03b5\u03ba\u03b5\u03af\u03bd\u03b1 \u03c4\u03b1 \u03bc\u03ad\u03c3\u03b1 \u03c3\u03c4\u03b1 \u03bf\u03c0\u03bf\u03af\u03b1 \u03bf \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ae\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b4\u03b5\u03ba\u03c4\u03b9\u03ba\u03cc\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03b1 \u03bf\u03c0\u03bf\u03af\u03b1 \u03b5\u03c0\u03b9\u03bb\u03ad\u03b3\u03bf\u03bd\u03c4\u03b1\u03b9 \u03b2\u03ac\u03c3\u03b5\u03b9 \u03c4\u03b7\u03c2 \u03c3\u03c7\u03ad\u03c3\u03b7\u03c2 <strong>\u03ba\u03cc\u03c3\u03c4\u03bf\u03c5\u03c2 \u2013 \u03c9\u03c6\u03ad\u03bb\u03b5\u03b9\u03b1\u03c2<\/strong>. \u0395\u03c0\u03b9\u03c0\u03bb\u03ad\u03bf\u03bd, \u03b7 \u039f.\u0395.\u039c. \u03b5\u03ba\u03bb\u03b1\u03bc\u03b2\u03ac\u03bd\u03b5\u03b9 \u03c9\u03c2 \u03b4\u03c5\u03bd\u03b7\u03c4\u03b9\u03ba\u03ac \u03ba\u03b1\u03bd\u03ac\u03bb\u03b9\u03b1 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2 \u03cc\u03bb\u03b5\u03c2 \u03c4\u03b9\u03c2 \u00ab\u03b5\u03c0\u03b1\u03c6\u03ad\u03c2\u00bb \u03c0\u03bf\u03c5 \u03ad\u03c7\u03b5\u03b9 \u03bf \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ae\u03c2 \u03bc\u03b5 \u03c4\u03bf brand \u03ae \u03c4\u03b7\u03bd \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b1.<\/p>\n<p>\u03a4\u03c1\u03af\u03c4\u03bf\u03bd, <strong>\u03b5\u03c0\u03af\u03c4\u03b5\u03c5\u03be\u03b7 \u03c3\u03c5\u03bd\u03ad\u03c1\u03b3\u03b9\u03b1\u03c2.<\/strong> \u038c\u03bb\u03b1 \u03c4\u03b1 \u03c3\u03c4\u03bf\u03b9\u03c7\u03b5\u03af\u03b1 \u03b5\u03bd\u03cc\u03c2 \u03c0\u03c1\u03bf\u03b3\u03c1\u03ac\u03bc\u03bc\u03b1\u03c4\u03bf\u03c2 \u039f.\u0395.\u039c. \u03c0\u03c1\u03ad\u03c0\u03b5\u03b9 \u03bd\u03b1 \u00ab\u03bc\u03b9\u03bb\u03ac\u03bd\u03b5 \u03bc\u03b5 \u03bc\u03b9\u03b1 \u03ba\u03b1\u03b9 \u03bc\u03bf\u03bd\u03b1\u03b4\u03b9\u03ba\u03ae \u03c6\u03c9\u03bd\u03ae\u00bb. \u039a\u03ac\u03b8\u03b5 \u03b5\u03c0\u03b1\u03c6\u03ae \u03c4\u03bf\u03c5 \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ae \u03bc\u03b5 \u03c4\u03bf brand \u03ae \u03c4\u03b7\u03bd \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b1 \u03b5\u03bd\u03b4\u03c5\u03bd\u03b1\u03bc\u03ce\u03bd\u03b5\u03b9 \u03ad\u03c4\u03c3\u03b9 \u03ba\u03ac\u03b8\u03b5 \u03ac\u03bb\u03bb\u03b7 \u03c0\u03b1\u03c1\u03cc\u03bc\u03bf\u03b9\u03b1 \u03b5\u03c0\u03b1\u03c6\u03ae \u03bc\u03b5 \u03b1\u03c0\u03bf\u03c4\u03ad\u03bb\u03b5\u03c3\u03bc\u03b1 \u03c4\u03bf \u03cc\u03bb\u03bf\u03bd (\u03c4\u03bf \u03c3\u03cd\u03bd\u03bf\u03bb\u03bf \u03c4\u03c9\u03bd \u03b5\u03c0\u03b1\u03c6\u03ce\u03bd) \u03bd\u03b1 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bc\u03b5\u03b3\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03bf \u03b1\u03c0\u03cc \u03c4\u03b1 \u03c3\u03c5\u03c3\u03c4\u03b1\u03c4\u03b9\u03ba\u03ac \u03c4\u03bf\u03c5 \u03bc\u03ad\u03c1\u03b7 (\u03c4\u03b7\u03bd \u03ba\u03ac\u03b8\u03b5 \u03b5\u03c0\u03b1\u03c6\u03ae 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\u03c0\u03c1\u03bf\u03cb\u03c0\u03bf\u03b8\u03ad\u03c4\u03b5\u03b9 \u03c4\u03bf\u03bd \u03b4\u03b9\u03ac\u03bb\u03bf\u03b3\u03bf \u03bc\u03b5\u03c4\u03b1\u03be\u03cd \u03c4\u03b7\u03c2 \u03bc\u03ac\u03c1\u03ba\u03b1\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03bf\u03c5 \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ae. \u03a4\u03bf \u03b1\u03c0\u03bf\u03c4\u03ad\u03bb\u03b5\u03c3\u03bc\u03b1 \u03b1\u03c5\u03c4\u03bf\u03cd \u03c4\u03bf\u03c5 \u03b4\u03b9\u03b1\u03bb\u03cc\u03b3\u03bf\u03c5 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 \u03b1\u03c6\u03bf\u03c3\u03af\u03c9\u03c3\u03b7 \u03c3\u03c4\u03b7 \u03bc\u03ac\u03c1\u03ba\u03b1 (brand loyalty).<\/p>\n<p><strong>\u03a3\u03cd\u03bc\u03c6\u03c9\u03bd\u03b1 \u03bc\u03b5 \u03c4\u03bf\u03bd Seitel [14], \u03b7 \u039f.\u0395.\u039c. \u03c7\u03b1\u03c1\u03b1\u03ba\u03c4\u03b7\u03c1\u03af\u03b6\u03b5\u03c4\u03b1\u03b9 \u03b1\u03c0\u03cc \u03c4\u03b1 \u03c0\u03b1\u03c1\u03b1\u03ba\u03ac\u03c4\u03c9 \u03b1\u03be\u03b9\u03ce\u03bc\u03b1\u03c4\u03b1 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(\u03a0\u03b1\u03c1\u03b1\u03c4\u03b7\u03c1\u03bf\u03cd\u03bc\u03b5 \u03cc\u03c4\u03b9, \u03c3\u03b5 \u03b1\u03bd\u03c4\u03af\u03b8\u03b5\u03c3\u03b7 \u03bc\u03b5 \u03c4\u03bf\u03bd Shimp [15], \u03c0\u03bf\u03c5 \u03b1\u03bd\u03b1\u03c6\u03ad\u03c1\u03b8\u03b7\u03ba\u03b5 \u03c0\u03b1\u03c1\u03b1\u03c0\u03ac\u03bd\u03c9, \u03bf Seitel \u03c0\u03b1\u03c1\u03bf\u03c5\u03c3\u03b9\u03ac\u03b6\u03b5\u03c4\u03b1\u03b9 \u03c0\u03b9\u03bf \u03b1\u03c0\u03cc\u03bb\u03c5\u03c4\u03bf\u03c2 \u03c3\u03c7\u03b5\u03c4\u03b9\u03ba\u03ac \u03bc\u03b5 \u03c4\u03b7\u03bd \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03b9\u03ba\u03ae \u03b1\u03bd\u03c4\u03af\u03b4\u03c1\u03b1\u03c3\u03b7 \u03c0\u03bf\u03c5 \u03b1\u03bd\u03b1\u03bc\u03ad\u03bd\u03b5\u03c4\u03b1\u03b9 \u03b1\u03c0\u03cc \u03c4\u03b7\u03bd \u039f.\u0395.\u039c.).<\/p>\n<p>\u0394\u03b5\u03cd\u03c4\u03b5\u03c1\u03bf\u03bd, \u03bf\u03b9 \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03ae\u03c3\u03b5\u03b9\u03c2 (\u03ba\u03b1\u03b9 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\u03ba.\u03bb\u03c0. \u03b1\u03c0\u03bf\u03ba\u03c4\u03bf\u03cd\u03bd \u03bc\u03b5\u03b3\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03b7 \u03c3\u03b7\u03bc\u03b1\u03c3\u03af\u03b1 \u03c4\u03cc\u03c3\u03bf \u03c9\u03c2 \u03ba\u03c1\u03b9\u03c4\u03ae\u03c1\u03b9\u03b1 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2 \u03cc\u03c3\u03bf \u03ba\u03b1\u03b9 \u03c9\u03c2 \u03c3\u03c4\u03bf\u03b9\u03c7\u03b5\u03af\u03b1 \u03b4\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03af\u03b1\u03c2 brand loyalty [19].<\/p>\n<p>\u0394\u03b5\u03cd\u03c4\u03b5\u03c1\u03bf\u03bd, \u03c0\u03b1\u03bb\u03b1\u03b9\u03cc\u03c4\u03b5\u03c1\u03b1 \u03ba\u03ac\u03c0\u03bf\u03b9\u03b5\u03c2 \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03ae\u03c3\u03b5\u03b9\u03c2 \u03c0\u03c9\u03bb\u03bf\u03cd\u03c3\u03b1\u03bd \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1 \u03ba\u03b1\u03b9 \u03ba\u03ac\u03c0\u03bf\u03b9\u03b5\u03c2 \u03ac\u03bb\u03bb\u03b5\u03c2 \u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03af\u03b5\u03c2. \u03a4\u03ce\u03c1\u03b1 \u03c0\u03bb\u03ad\u03bf\u03bd \u03bf \u03b3\u03b9\u03b3\u03b1\u03bd\u03c4\u03b9\u03c3\u03bc\u03cc\u03c2 \u03c4\u03bf\u03c5 \u03c4\u03c1\u03b9\u03c4\u03bf\u03b3\u03b5\u03bd\u03ae \u03c4\u03bf\u03bc\u03ad\u03b1 \u03c4\u03b7\u03c2 \u03bf\u03b9\u03ba\u03bf\u03bd\u03bf\u03bc\u03af\u03b1\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b3\u03b5\u03b3\u03bf\u03bd\u03cc\u03c2. \u03a3\u03c4\u03b7\u03bd \u03bf\u03c5\u03c3\u03af\u03b1 <strong>\u03cc\u03bb\u03b5\u03c2 \u03bf\u03b9 \u03b5\u03c0\u03b9\u03c7\u03b5\u03b9\u03c1\u03ae\u03c3\u03b5\u03b9\u03c2 \u03c0\u03c1\u03bf\u03c9\u03b8\u03bf\u03cd\u03bd \u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03af\u03b5\u03c2<\/strong>. \u0395\u03af\u03c4\u03b5 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b1\u03bc\u03b9\u03b3\u03b5\u03af\u03c2 \u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03af\u03b5\u03c2 \u03b5\u03af\u03c4\u03b5 \u03b5\u03af\u03bd\u03b1\u03b9 \u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03af\u03b5\u03c2 \u03c0\u03bf\u03c5 \u03c3\u03c5\u03bd\u03bf\u03b4\u03b5\u03cd\u03bf\u03bd\u03c4\u03b1\u03b9 \u03b1\u03c0\u03cc \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1 \u03b5\u03af\u03bd\u03b1\u03b9 \u03c4\u03bf \u03af\u03b4\u03b9\u03bf. \u03a3\u03c4\u03b7\u03bd \u03b5\u03c0\u03bf\u03c7\u03ae \u03c4\u03bf\u03c5 brand parity \u03b7 \u03c0\u03b1\u03c1\u03bf\u03c7\u03ae \u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03b9\u03ce\u03bd \u03c5\u03c8\u03b7\u03bb\u03ae\u03c2 \u03c0\u03bf\u03b9\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03c4\u03bf \u03bd\u03ad\u03bf \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc \u03c0\u03bb\u03b5\u03bf\u03bd\u03ad\u03ba\u03c4\u03b7\u03bc\u03b1 \u03c4\u03c9\u03bd \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03b9\u03ce\u03bd. \u0395\u03af\u03c4\u03b5 \u03c0\u03c9\u03bb\u03bf\u03cd\u03bd \u03c5\u03c0\u03b7\u03c1\u03b5\u03c3\u03af\u03b5\u03c2 \u03b5\u03af\u03c4\u03b5 \u03c0\u03c9\u03bb\u03bf\u03cd\u03bd \u03c0\u03c1\u03bf\u03ca\u03cc\u03bd\u03c4\u03b1 [20].<\/p>\n<p>\u03a4\u03c1\u03af\u03c4\u03bf\u03bd, \u03ba\u03b1\u03b8\u03b7\u03bc\u03b5\u03c1\u03b9\u03bd\u03ac \u03b5\u03bc\u03c6\u03b1\u03bd\u03af\u03b6\u03bf\u03bd\u03c4\u03b1\u03b9 \u03bd\u03ad\u03b1 media \u03ba\u03b1\u03b9 \u03bd\u03ad\u03b5\u03c2 \u03c4\u03b5\u03c7\u03bd\u03bf\u03bb\u03bf\u03b3\u03af\u03b5\u03c2 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03c0\u03bf\u03c5 \u03c4\u03bf \u03ba\u03cd\u03c1\u03b9\u03bf \u03c7\u03b1\u03c1\u03b1\u03ba\u03c4\u03b7\u03c1\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc \u03c4\u03bf\u03c5\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03cc\u03c4\u03b9 \u03ba\u03b1\u03b9 \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03bd \u03bd\u03b1 \u03b1\u03be\u03b9\u03bf\u03bb\u03bf\u03b3\u03b7\u03b8\u03bf\u03cd\u03bd \u03ba\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03b1 \u03b5\u03bd \u03c3\u03c5\u03b3\u03ba\u03c1\u03af\u03c3\u03b5\u03b9 \u03bc\u03b5 \u03c4\u03b7 \u03b4\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7 \u03c3\u03c4\u03b1 mass media, \u03b1\u03bb\u03bb\u03ac \u03ba\u03b1\u03b9 \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03bd <strong>\u03bd\u03b1 \u03c7\u03c4\u03af\u03c3\u03bf\u03c5\u03bd \u03c3\u03c7\u03ad\u03c3\u03b5\u03b9\u03c2 \u03bc\u03b5 \u03c4\u03bf\u03c5\u03c2 \u03ba\u03b1\u03c4\u03b1\u03bd\u03b1\u03bb\u03c9\u03c4\u03ad\u03c2<\/strong> \u03b4\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03bf\u03c5 \u03cc\u03c4\u03b9 \u03c0\u03c1\u03cc\u03ba\u03b5\u03b9\u03c4\u03b1\u03b9 \u03b3\u03b9\u03b1 \u03b1\u03bc\u03c6\u03af\u03b4\u03c1\u03bf\u03bc\u03b5\u03c2 \u03c4\u03b5\u03c7\u03bd\u03bf\u03bb\u03bf\u03b3\u03af\u03b5\u03c2 [21].<\/p>\n<p>\u03a4\u03ad\u03c4\u03b1\u03c1\u03c4\u03bf\u03bd, \u03c4\u03bf \u03ba\u03cc\u03c3\u03c4\u03bf\u03c2 \u03c4\u03b7\u03c2 \u03b4\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7\u03c2 \u03b1\u03c5\u03be\u03ac\u03bd\u03b5\u03c4\u03b1\u03b9 \u03c3\u03c5\u03bd\u03b5\u03c7\u03ce\u03c2 \u03ba\u03b1\u03b9 \u03bf\u03b9 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b5\u03c2 \u03ad\u03c7\u03bf\u03c5\u03bd \u03b1\u03c1\u03c7\u03af\u03c3\u03b5\u03b9 \u03bf\u03bb\u03bf\u03ad\u03bd\u03b1 \u03ba\u03b1\u03b9 \u03c0\u03b5\u03c1\u03b9\u03c3\u03c3\u03cc\u03c4\u03b5\u03c1\u03bf \u03bd\u03b1 \u03b6\u03b7\u03c4\u03bf\u03cd\u03bd <strong>\u03bc\u03b5\u03c4\u03c1\u03ae\u03c3\u03b9\u03bc\u03b5\u03c2, \u03b1\u03c0\u03bf\u03c4\u03b5\u03bb\u03b5\u03c3\u03bc\u03b1\u03c4\u03b9\u03ba\u03ad\u03c2, \u03ba\u03b1\u03b9 \u03b1\u03c0\u03bf\u03b4\u03bf\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b1\u03c0\u03bf\u03b4\u03cc\u03c3\u03b5\u03b9\u03c2<\/strong> \u03b1\u03c0\u03cc \u03c4\u03b9\u03c2 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03b1\u03ba\u03ad\u03c2 \u03c4\u03bf\u03c5\u03c2 \u03b5\u03c0\u03b5\u03bd\u03b4\u03cd\u03c3\u03b5\u03b9\u03c2 [22].<\/p>\n<p>\u03a0\u03ad\u03bc\u03c0\u03c4\u03bf\u03bd, \u03b4\u03b5\u03bd \u03c5\u03c0\u03ac\u03c1\u03c7\u03b5\u03b9 \u03b1\u03bc\u03c6\u03b9\u03b2\u03bf\u03bb\u03af\u03b1 \u03cc\u03c4\u03b9 \u03b7 \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03b9\u03c3\u03c4\u03b9\u03ba\u03ae \u03c0\u03bf\u03bb\u03c5\u03c6\u03c9\u03bd\u03af\u03b1 \u03ba\u03b1\u03b9 \u03b5\u03bd\u03af\u03bf\u03c4\u03b5 \u03ba\u03b1\u03ba\u03bf\u03c6\u03c9\u03bd\u03af\u03b1 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b4\u03b5\u03b4\u03bf\u03bc\u03ad\u03bd\u03b7. \u0388\u03c4\u03c3\u03b9 \u03b3\u03af\u03bd\u03b5\u03c4\u03b1\u03b9 \u03b1\u03ba\u03cc\u03bc\u03b7 \u03b4\u03c5\u03c3\u03ba\u03bf\u03bb\u03cc\u03c4\u03b5\u03c1\u03bf \u03b3\u03b9\u03b1 \u03c4\u03bf\u03bd marketer \u03bd\u03b1 \u03bc\u03b5\u03c4\u03b1\u03b4\u03ce\u03c3\u03b5\u03b9 \u03c4\u03bf \u03bc\u03ae\u03bd\u03c5\u03bc\u03ac \u03c4\u03bf\u03c5 \u03bc\u03ad\u03c3\u03b1 \u03c3\u03c4\u03bf\u03bd <strong>\u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc \u03bf\u03c1\u03c5\u03bc\u03b1\u03b3\u03b4\u03cc (ad clutter) \u03c0\u03bf\u03c5 \u03b5\u03c0\u03b9\u03ba\u03c1\u03b1\u03c4\u03b5\u03af.<\/strong> \u0395\u03c0\u03b9\u03c0\u03bb\u03ad\u03bf\u03bd, \u03c4\u03bf \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03b9\u03c3\u03c4\u03b9\u03ba\u03cc clutter \u03b5\u03c0\u03b9\u03c4\u03b5\u03af\u03bd\u03b5\u03c4\u03b1\u03b9 \u03b1\u03c0\u03cc \u03c4\u03bf\u03bd \u03c5\u03c8\u03b7\u03bb\u03cc \u03ba\u03b1\u03c4\u03b1\u03ba\u03b5\u03c1\u03bc\u03b1\u03c4\u03b9\u03c3\u03bc\u03cc \u03c0\u03bf\u03c5 \u03c0\u03b1\u03c1\u03bf\u03c5\u03c3\u03b9\u03ac\u03b6\u03bf\u03c5\u03bd \u03c4\u03b1 media [23].<\/p>\n<p>\u0395\u03be\u03b1\u03b9\u03c4\u03af\u03b1\u03c2 \u03cc\u03bb\u03c9\u03bd \u03b1\u03c5\u03c4\u03ce\u03bd \u03c4\u03c9\u03bd \u03bb\u03cc\u03b3\u03c9\u03bd \u03ba\u03b1\u03b8\u03af\u03c3\u03c4\u03b1\u03c4\u03b1\u03b9 \u03b5\u03c0\u03b9\u03c4\u03b1\u03ba\u03c4\u03b9\u03ba\u03ae \u03b7 \u03b1\u03bd\u03ac\u03b3\u03ba\u03b7 \u03ba\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03b7\u03c2 \u00ab\u03bf\u03bb\u03bf\u03ba\u03bb\u03ae\u03c1\u03c9\u03c3\u03b7\u03c2\u00bb (integration) \u03c4\u03c9\u03bd \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03ce\u03bd \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03bc\u03b5 \u03b1\u03c0\u03bf\u03c4\u03ad\u03bb\u03b5\u03c3\u03bc\u03b1 \u03bf\u03b9 Schultz et al [24] \u03bd\u03b1 \u03c0\u03b1\u03c1\u03bf\u03c5\u03c3\u03b9\u03ac\u03c3\u03bf\u03c5\u03bd \u03c3\u03c4\u03b1 \u03bc\u03ad\u03c3\u03b1 \u03c4\u03b7\u03c2 \u03c0\u03c1\u03bf\u03b7\u03b3\u03bf\u03cd\u03bc\u03b5\u03bd\u03b7\u03c2 \u03b4\u03b5\u03ba\u03b1\u03b5\u03c4\u03af\u03b1\u03c2 \u03c3\u03c4\u03b9\u03c2 \u0397.\u03a0.\u0391. \u03ad\u03bd\u03b1 \u03bd\u03ad\u03bf concept \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2, \u03c4\u03bf \u03bf\u03c0\u03bf\u03af\u03bf \u03bf\u03bd\u03cc\u03bc\u03b1\u03c3\u03b1\u03bd \u00ab\u039f\u03bb\u03bf\u03ba\u03bb\u03b7\u03c1\u03c9\u03bc\u03ad\u03bd\u03b7 \u0395\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1 \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba\u00bb (Integrated Marketing Communication).<\/p>\n<p>\u039f \u03bf\u03c1\u03b9\u03c3\u03bc\u03cc\u03c2 \u03c0\u03bf\u03c5 \u03ad\u03b4\u03c9\u03c3\u03b1\u03bd \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u039f.\u0395.\u039c. \u03b5\u03af\u03bd\u03b1\u03b9:<\/p>\n<blockquote><p>\u00ab\u039f.\u0395.\u039c. \u03b5\u03af\u03bd\u03b1\u03b9 \u03ad\u03bd\u03b1 concept \u03c3\u03c7\u03b5\u03b4\u03b9\u03b1\u03c3\u03bc\u03bf\u03cd \u03c4\u03b7\u03c2 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03c4\u03bf \u03bf\u03c0\u03bf\u03af\u03bf \u03b1\u03bd\u03b1\u03b3\u03bd\u03c9\u03c1\u03af\u03b6\u03b5\u03b9 \u03c4\u03b7\u03bd \u03b5\u03c0\u03b9\u03c0\u03c1\u03cc\u03c3\u03b8\u03b5\u03c4\u03b7 \u03b1\u03be\u03af\u03b1 \u03c0\u03bf\u03c5 \u03c0\u03b1\u03c1\u03ad\u03c7\u03b5\u03b9 \u03c4\u03bf \u03bf\u03bb\u03bf\u03ba\u03bb\u03b7\u03c1\u03c9\u03bc\u03ad\u03bd\u03bf \u03b5\u03ba\u03b5\u03af\u03bd\u03bf \u03c0\u03bb\u03ac\u03bd\u03bf \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2 \u03c4\u03bf \u03bf\u03c0\u03bf\u03af\u03bf \u03b1\u03be\u03b9\u03bf\u03bb\u03bf\u03b3\u03b5\u03af \u03c4\u03bf\u03bd \u03c3\u03c4\u03c1\u03b1\u03c4\u03b7\u03b3\u03b9\u03ba\u03cc \u03c1\u03cc\u03bb\u03bf \u03c0\u03bb\u03b5\u03b9\u03ac\u03b4\u03b1\u03c2 \u03b5\u03c1\u03b3\u03b1\u03bb\u03b5\u03af\u03c9\u03bd \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2 (\u03c0.\u03c7. \u03b3\u03b5\u03bd\u03b9\u03ba\u03ae \u03b4\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7, \u03c0\u03c1\u03bf\u03ce\u03b8\u03b7\u03c3\u03b7 \u03c0\u03c9\u03bb\u03ae\u03c3\u03b5\u03c9\u03bd, \u03b5\u03bd\u03ad\u03c1\u03b3\u03b5\u03b9\u03b5\u03c2 \u03ac\u03bc\u03b5\u03c3\u03b7\u03c2 \u03b1\u03bd\u03c4\u03b1\u03c0\u03cc\u03ba\u03c1\u03b9\u03c3\u03b7\u03c2, \u03b4\u03b7\u03bc\u03cc\u03c3\u03b9\u03b5\u03c2 \u03c3\u03c7\u03ad\u03c3\u03b5\u03b9\u03c2) \u03ba\u03b1\u03b9 \u03c3\u03c5\u03bd\u03b8\u03ad\u03c4\u03b5\u03b9 \u03c4\u03b1 \u03b5\u03c1\u03b3\u03b1\u03bb\u03b5\u03af\u03b1 \u03b1\u03c5\u03c4\u03ac \u03ce\u03c3\u03c4\u03b5 \u03bd\u03b1 \u03c5\u03c0\u03ac\u03c1\u03be\u03b5\u03b9 \u03c3\u03c5\u03bd\u03ad\u03c0\u03b5\u03b9\u03b1, \u03c3\u03b1\u03c6\u03ae\u03bd\u03b5\u03b9\u03b1 \u03ba\u03b1\u03b9 \u03bc\u03ad\u03b3\u03b9\u03c3\u03c4\u03b7 \u03b5\u03c0\u03af\u03b4\u03c1\u03b1\u03c3\u03b7 \u03c4\u03bf\u03c5 \u03bc\u03b7\u03bd\u03cd\u03bc\u03b1\u03c4\u03bf\u03c2 \u03b5\u03c0\u03af \u03c4\u03bf\u03c5 \u03ba\u03bf\u03b9\u03bd\u03bf\u03cd-\u03c3\u03c4\u03cc\u03c7\u03bf\u03c5\u00bb.<\/p><\/blockquote>\n<p>\u03a3\u03ae\u03bc\u03b5\u03c1\u03b1, \u03c3\u03c4\u03b9\u03c2 \u0397.\u03a0.\u0391., \u03b7 <strong>\u03c3\u03b7\u03bc\u03b1\u03c3\u03af\u03b1 \u03c4\u03b7\u03c2 \u039f.\u0395.\u039c.<\/strong> \u03ad\u03c7\u03b5\u03b9 \u03b1\u03bd\u03b1\u03b3\u03bd\u03c9\u03c1\u03b9\u03c3\u03c4\u03b5\u03af \u03b1\u03c0\u03cc \u03c4\u03b7\u03bd \u03c0\u03bb\u03b5\u03b9\u03bf\u03c8\u03b7\u03c6\u03af\u03b1 \u03c4\u03c9\u03bd marketers \u03ba\u03b1\u03b9 \u03b8\u03b5\u03c9\u03c1\u03b5\u03af\u03c4\u03b1\u03b9 \u03c9\u03c2 \u03c4\u03bf <strong>\u03ba\u03bb\u03b5\u03b9\u03b4\u03af \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u03b5\u03c0\u03af\u03c4\u03b5\u03c5\u03be\u03b7 \u03c5\u03c8\u03b7\u03bb\u03ae\u03c2 \u03c0\u03bf\u03b9\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2<\/strong> \u03c3\u03c4\u03b7\u03bd \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba [25].<\/p>\n<p>\u0397 \u039f.\u0395.\u039c. \u03c0\u03b1\u03c1\u03ad\u03c7\u03b5\u03b9 \u03c0\u03bf\u03bb\u03bb\u03ac \u03b5\u03c1\u03b3\u03b1\u03bb\u03b5\u03af\u03b1 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2. \u03a3\u03cd\u03bc\u03c6\u03c9\u03bd\u03b1 \u03bc\u03b5 \u03c4\u03bf\u03bd Smith [26], \u03ba\u03b1\u03b9 \u03c4\u03bf\u03c5\u03c2 Smith et al [27] \u03c4\u03b1 \u03b5\u03c1\u03b3\u03b1\u03bb\u03b5\u03af\u03b1 \u03b1\u03c5\u03c4\u03ac \u03b5\u03af\u03bd\u03b1\u03b9: \u03b7 \u03c0\u03c1\u03bf\u03c3\u03c9\u03c0\u03b9\u03ba\u03ae \u03c0\u03ce\u03bb\u03b7\u03c3\u03b7, \u03b7 \u03b4\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7, \u03b7 \u03c0\u03c1\u03bf\u03ce\u03b8\u03b7\u03c3\u03b7 \u03c0\u03c9\u03bb\u03ae\u03c3\u03b5\u03c9\u03bd, \u03c4\u03bf \u03ac\u03bc\u03b5\u03c3\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba, \u03bf\u03b9 \u03b4\u03b7\u03bc\u03cc\u03c3\u03b9\u03b5\u03c2 \u03c3\u03c7\u03ad\u03c3\u03b5\u03b9\u03c2, \u03b7 \u03c7\u03bf\u03c1\u03b7\u03b3\u03af\u03b1, \u03b7 \u03c3\u03c5\u03c3\u03ba\u03b5\u03c5\u03b1\u03c3\u03af\u03b1, \u03bf\u03b9 \u03b5\u03bd\u03ad\u03c1\u03b3\u03b5\u03b9\u03b5\u03c2 \u03c3\u03c4\u03b1 \u03c3\u03b7\u03bc\u03b5\u03af\u03b1 \u03c0\u03ce\u03bb\u03b7\u03c3\u03b7\u03c2 (point-of-purchase), \u03c4\u03bf \u038a\u03bd\u03c4\u03b5\u03c1\u03bd\u03b5\u03c4, \u03b7 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1 \u03b1\u03c0\u03cc \u03c3\u03c4\u03cc\u03bc\u03b1 \u03c3\u03b5 \u03c3\u03c4\u03cc\u03bc\u03b1 (word of mouth marketing), \u03ba\u03b1\u03b9 \u03b7 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b9\u03ba\u03ae \u03c4\u03b1\u03c5\u03c4\u03cc\u03c4\u03b7\u03c4\u03b1.<\/p>\n<p>\u0391\u03c0\u03cc \u03c4\u03b7\u03bd \u03ac\u03bb\u03bb\u03b7 \u03c0\u03bb\u03b5\u03c5\u03c1\u03ac, \u03bf Percy [28] \u03b4\u03b9\u03b1\u03b9\u03c1\u03b5\u03af \u03c4\u03b7\u03bd \u039f.\u0395.\u039c. \u03c3\u03b5 \u03b4\u03c5\u03bf \u03ba\u03b1\u03c4\u03b7\u03b3\u03bf\u03c1\u03af\u03b5\u03c2: \u03c4\u03b7 \u03b4\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7 \u03ba\u03b1\u03b9 \u03c4\u03b7\u03bd \u03c0\u03c1\u03bf\u03ce\u03b8\u03b7\u03c3\u03b7. \u039c\u03b5 \u03c4\u03bf\u03bd \u03cc\u03c1\u03bf \u03b4\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7 \u03bf Percy \u03b5\u03bd\u03bd\u03bf\u03b5\u03af \u03cc\u03bb\u03b1 \u03c4\u03b1 \u03ba\u03b1\u03bd\u03ac\u03bb\u03b9\u03b1 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2 \u03c0\u03bf\u03c5 \u03c7\u03c1\u03b7\u03c3\u03b9\u03bc\u03bf\u03c0\u03bf\u03b9\u03bf\u03cd\u03bd\u03c4\u03b1\u03b9 \u03b3\u03b9\u03b1 \u03c4\u03b7\u03bd \u03b1\u03cd\u03be\u03b7\u03c3\u03b7 \u03c4\u03b7\u03c2 \u03b1\u03bd\u03b1\u03b3\u03bd\u03c9\u03c1\u03b9\u03c3\u03b9\u03bc\u03cc\u03c4\u03b7\u03c4\u03b1\u03c2 (awareness) \u03ba\u03b1\u03b9 \u03c4\u03b7\u03c2 \u03b1\u03be\u03af\u03b1\u03c2 \u03c4\u03b7\u03c2 \u03bc\u03ac\u03c1\u03ba\u03b1\u03c2 (brand equity). \u0397 \u03c0\u03c1\u03bf\u03ce\u03b8\u03b7\u03c3\u03b7, \u03c3\u03cd\u03bc\u03c6\u03c9\u03bd\u03b1 \u03c0\u03ac\u03bd\u03c4\u03b1 \u03bc\u03b5 \u03c4\u03bf\u03bd Percy, \u00ab\u03c0\u03b5\u03c1\u03b9\u03bb\u03b1\u03bc\u03b2\u03ac\u03bd\u03b5\u03b9 \u03bc\u03b9\u03b1 \u03bc\u03b5\u03b3\u03ac\u03bb\u03b7 \u03c0\u03bf\u03b9\u03ba\u03b9\u03bb\u03af\u03b1 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03b1\u03ba\u03ce\u03bd \u03c4\u03b5\u03c7\u03bd\u03b9\u03ba\u03ce\u03bd \u03bf\u03b9 \u03bf\u03c0\u03bf\u03af\u03b5\u03c2 \u03b5\u03c0\u03b9\u03c4\u03b1\u03c7\u03cd\u03bd\u03bf\u03c5\u03bd \u03c4\u03b7\u03bd \u03b1\u03b3\u03bf\u03c1\u03b1\u03c3\u03c4\u03b9\u03ba\u03ae \u03c3\u03c5\u03bc\u03c0\u03b5\u03c1\u03b9\u03c6\u03bf\u03c1\u03ac\u00bb. \u039c\u03b5 \u03ac\u03bb\u03bb\u03b1 \u03bb\u03cc\u03b3\u03b9\u03b1, \u00ab\u03b7 \u03b4\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7 \u03c6\u03ad\u03c1\u03bd\u03b5\u03b9 \u03c4\u03bf \u03ac\u03bb\u03bf\u03b3\u03bf \u03c3\u03c4\u03b7\u03bd \u03c0\u03b7\u03b3\u03ae, \u03b7 \u03c0\u03c1\u03bf\u03ce\u03b8\u03b7\u03c3\u03b7 \u03c4\u03bf \u03ba\u03ac\u03bd\u03b5\u03b9 \u03bd\u03b1 \u03c0\u03b9\u03b5\u03b9\u00bb [29].<\/p>\n<p>\u039b\u03cc\u03b3\u03c9 \u03c4\u03b7\u03c2 \u03ad\u03bb\u03bb\u03b5\u03b9\u03c8\u03b7\u03c2 \u03bf\u03bb\u03bf\u03ba\u03bb\u03ae\u03c1\u03c9\u03c3\u03b7\u03c2 \/ \u03b5\u03bd\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7\u03c2 \u03b1\u03c5\u03c4\u03ce\u03bd \u03c4\u03c9\u03bd \u03b5\u03c1\u03b3\u03b1\u03bb\u03b5\u03af\u03c9\u03bd, \u03b7 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b8\u03b5\u03c9\u03c1\u03ae\u03b8\u03b7\u03ba\u03b5 \u00ab\u03c9\u03c2 \u03c0\u03b1\u03b3\u03b9\u03b4\u03b5\u03c5\u03bc\u03ad\u03bd\u03b7 \u03bc\u03ad\u03c3\u03b1 \u03c3\u03b5 \u03ad\u03bd\u03b1 \u03ba\u03bf\u03c5\u03c4\u03af \u03bc\u03b5 \u03c4\u03bf\u03c5\u03c2 \u03b1\u03bd\u03b8\u03c1\u03ce\u03c0\u03bf\u03c5\u03c2 \u03c0\u03bf\u03c5 \u03b4\u03bf\u03c5\u03bb\u03b5\u03cd\u03bf\u03c5\u03bd \u03c3\u03b5 \u03b1\u03c5\u03c4\u03cc \u03bd\u03b1 \u03bc\u03b7\u03bd \u03c0\u03c1\u03bf\u03c3\u03c0\u03b1\u03b8\u03bf\u03cd\u03bd \u03bd\u03b1 \u03bb\u03cd\u03c3\u03bf\u03c5\u03bd \u03c0\u03c1\u03bf\u03b2\u03bb\u03ae\u03bc\u03b1\u03c4\u03b1 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2, \u03b1\u03bb\u03bb\u03ac \u03bd\u03b1 \u201c\u03ba\u03ac\u03bd\u03bf\u03c5\u03bd \u03b4\u03b9\u03b1\u03c6\u03ae\u03bc\u03b9\u03c3\u03b7, \u03b4\u03b7\u03bc\u03cc\u03c3\u03b9\u03b5\u03c2 \u03c3\u03c7\u03ad\u03c3\u03b5\u03b9\u03c2 \u03ae \u03ac\u03bc\u03b5\u03c3\u03bf \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba\u201d\u00bb [30].<\/p>\n<p>\u0393\u03b9\u03b1 \u03bd\u03b1 \u03b5\u03c0\u03b9\u03c4\u03b5\u03c5\u03c7\u03b8\u03bf\u03cd\u03bd \u03bf\u03b9 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03b1\u03ba\u03bf\u03af \u03c3\u03c4\u03cc\u03c7\u03bf\u03b9 \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03bb\u03c5\u03b8\u03bf\u03cd\u03bd \u03c4\u03b1 \u03c0\u03c1\u03bf\u03b2\u03bb\u03ae\u03bc\u03b1\u03c4\u03b1 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2 \u03b7 \u03b5\u03c6\u03b1\u03c1\u03bc\u03bf\u03b3\u03ae \u03c4\u03b7\u03c2 \u039f.\u0395.\u039c. \u03b5\u03af\u03bd\u03b1\u03b9 \u03c0\u03c1\u03ce\u03c4\u03b7 \u03c0\u03c1\u03bf\u03c4\u03b5\u03c1\u03b1\u03b9\u03cc\u03c4\u03b7\u03c4\u03b1. \u00ab\u039f\u03b9 \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03b9\u03c3\u03c4\u03ad\u03c2 \u03ba\u03b1\u03b9 \u03cc\u03c7\u03b9 \u03bf\u03b9 \u201c\u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03b9\u03c3\u03c4\u03ad\u03c2\u201d \u03b4\u03b5\u03bd \u03b4\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03bf\u03cd\u03bd \u03bc\u03b7\u03bd\u03cd\u03bc\u03b1\u03c4\u03b1 \u03b1\u03c0\u03bb\u03ac \u03ba\u03b1\u03b9 \u03bc\u03cc\u03bd\u03bf \u03c3\u03c4\u03b7\u03c1\u03b9\u03b6\u03cc\u03bc\u03b5\u03bd\u03bf\u03b9 \u03c3\u03c4\u03b7\u03bd \u03ad\u03bc\u03c0\u03bd\u03b5\u03c5\u03c3\u03ae \u03c4\u03bf\u03c5\u03c2\u00bb [31].<strong> \u0397 \u039f.\u0395.\u039c. \u03b1\u03c0\u03b1\u03b9\u03c4\u03b5\u03af \u03c0\u03c1\u03bf\u03c3\u03b5\u03ba\u03c4\u03b9\u03ba\u03cc \u03c3\u03c7\u03b5\u03b4\u03b9\u03b1\u03c3\u03bc\u03cc.<\/strong> \u0388\u03bd\u03b1 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\u03b5\u03c0\u03b9\u03c4\u03b5\u03c5\u03c7\u03b8\u03b5\u03af \u03c4\u03bf brand building.<\/p>\n<p>\u0394\u03b5\u03cd\u03c4\u03b5\u03c1\u03bf\u03bd, \u03b8\u03b5\u03c9\u03c1\u03bf\u03cd\u03bd \u03cc\u03c4\u03b9 \u03b1\u03c0\u03bb\u03bf\u03c0\u03bf\u03b9\u03b5\u03af\u03c4\u03b1\u03b9 \u03b7 \u03b4\u03b9\u03b1\u03b4\u03b9\u03ba\u03b1\u03c3\u03af\u03b1 \u03c3\u03c7\u03b5\u03b4\u03b9\u03b1\u03c3\u03bc\u03bf\u03cd \u03ba\u03b1\u03b9 \u03b5\u03c6\u03b1\u03c1\u03bc\u03bf\u03b3\u03ae\u03c2 \u03c4\u03b7\u03c2 \u03b5\u03ba\u03c3\u03c4\u03c1\u03b1\u03c4\u03b5\u03af\u03b1\u03c2 \u039f.\u0395.\u039c. \u03ba\u03b1\u03b9 \u03cc\u03c4\u03b9 \u03bf \u03c0\u03b5\u03bb\u03ac\u03c4\u03b7\u03c2 \u03ad\u03c7\u03b5\u03b9 \u03ba\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03bf \u03ad\u03bb\u03b5\u03b3\u03c7\u03bf \u03b1\u03c6\u03bf\u03cd \u03b8\u03b1 \u03c3\u03c5\u03bd\u03b4\u03b9\u03b1\u03bb\u03ad\u03b3\u03b5\u03c4\u03b1\u03b9 \u03bc\u03b5 \u03ad\u03bd\u03b1\u03bd \u03ba\u03b1\u03b9 \u03bc\u03cc\u03bd\u03bf account supervisor \u03c0\u03b1\u03c1\u03ac \u03bc\u03b5 \u03c0\u03bf\u03bb\u03bb\u03bf\u03cd\u03c2 (\u03cc\u03c0\u03c9\u03c2 \u03b8\u03b1 \u03b3\u03b9\u03bd\u03cc\u03c4\u03b1\u03bd \u03b1\u03bd \u03bf \u03c0\u03b5\u03bb\u03ac\u03c4\u03b7\u03c2 \u03b1\u03bd\u03ad\u03b8\u03b5\u03c4\u03b5 \u00ab\u03ba\u03bf\u03bc\u03bc\u03ac\u03c4\u03b9\u03b1\u00bb \u03c4\u03b7\u03c2 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2 \u03c4\u03bf\u03c5 \u03c3\u03b5 \u03b4\u03b9\u03ac\u03c6\u03bf\u03c1\u03b5\u03c2 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b5\u03c2). \u03a4\u03c1\u03af\u03c4\u03bf\u03bd, \u03b7 \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03b9\u03c3\u03c4\u03b9\u03ba\u03ae \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b1 \u03b1\u03bd\u03c4\u03b1\u03c0\u03bf\u03ba\u03c1\u03af\u03bd\u03b5\u03c4\u03b1\u03b9 \u03ba\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03b1 \u03c3\u03c4\u03b9\u03c2 \u03b1\u03bd\u03ac\u03b3\u03ba\u03b5\u03c2 \u03c4\u03bf\u03c5 \u03c0\u03b5\u03bb\u03ac\u03c4\u03b7 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\u03b3\u03b9\u03b1 \u03bc\u03b9\u03b1 \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03b9\u03c3\u03c4\u03b9\u03ba\u03ae \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b1 \u03bd\u03b1 \u03ad\u03c7\u03b5\u03b9 \u03c4\u03bf\u03c5\u03c2 \u03ba\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03bf\u03c5\u03c2 \u03c4\u03b7\u03c2 \u03b1\u03b3\u03bf\u03c1\u03ac\u03c2 \u03ba\u03b1\u03b9 \u03ad\u03c4\u03c3\u03b9 \u03c0\u03c1\u03bf\u03c4\u03b9\u03bc\u03bf\u03cd\u03bd \u03bd\u03b1 \u03b1\u03bd\u03b1\u03b8\u03ad\u03c4\u03bf\u03c5\u03bd \u03c4\u03b9\u03c2 \u03b4\u03b9\u03ac\u03c6\u03bf\u03c1\u03b5\u03c2 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03b1\u03ba\u03ad\u03c2 \u03b5\u03bd\u03ad\u03c1\u03b3\u03b5\u03b9\u03b5\u03c2 (\u03c0.\u03c7. direct marketing, pr, e-marketing \u03ba.\u03bb\u03c0.) \u03c3\u03b5 \u03b5\u03be\u03b5\u03b9\u03b4\u03b9\u03ba\u03b5\u03c5\u03bc\u03ad\u03bd\u03b5\u03c2 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b5\u03c2.<\/p>\n<p>\u039a\u03ac\u03c0\u03bf\u03b9\u03bf\u03c2 \u03bc\u03ac\u03bb\u03b9\u03c3\u03c4\u03b1 \u03b8\u03b1 \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03c3\u03b5 \u03ba\u03c5\u03bd\u03b9\u03ba\u03ac \u03bd\u03b1 \u03b9\u03c3\u03c7\u03c5\u03c1\u03b9\u03c3\u03c4\u03b5\u03af \u03cc\u03c4\u03b9 \u03bf\u03b9 \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03b9\u03c3\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b5\u03c2 \u03b4\u03b5\u03bd \u03b8\u03b1 \u03bc\u03c0\u03bf\u03c1\u03bf\u03cd\u03c3\u03b1\u03bd \u03c0\u03bf\u03c4\u03ad \u03bd\u03b1 \u03c0\u03c1\u03bf\u03c3\u03b5\u03bb\u03ba\u03cd\u03c3\u03bf\u03c5\u03bd \u03c4\u03bf\u03c5\u03c2 \u03ba\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03bf\u03c5\u03c2 direct marketers, pr specialists \u03ba.\u03bb\u03c0. \u03b4\u03b9\u03cc\u03c4\u03b9, \u03c3\u03c4\u03b7\u03bd \u03c0\u03c1\u03ac\u03be\u03b7, \u03b1\u03c5\u03c4\u03bf\u03af \u03bf\u03b9 \u03ac\u03bd\u03b8\u03c1\u03c9\u03c0\u03bf\u03b9 \u03b8\u03b5\u03c9\u03c1\u03bf\u03cd\u03bd\u03c4\u03b1\u03b9 \u03c3\u03c5\u03bd\u03ae\u03b8\u03c9\u03c2 \u03c0\u03bf\u03bb\u03af\u03c4\u03b5\u03c2 \u03b4\u03b5\u03cd\u03c4\u03b5\u03c1\u03b7\u03c2 \u03ba\u03b1\u03c4\u03b7\u03b3\u03bf\u03c1\u03af\u03b1\u03c2 \u03b5\u03bd\u03c4\u03cc\u03c2 \u03c4\u03c9\u03bd \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03b9\u03c3\u03c4\u03b9\u03ba\u03ce\u03bd \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03b9\u03ce\u03bd, \u03b9\u03b4\u03af\u03c9\u03c2 \u03b5\u03ba\u03b5\u03af\u03bd\u03c9\u03bd \u03c0\u03bf\u03c5 \u03ad\u03c7\u03bf\u03c5\u03bd \u03bc\u03c0\u03b5\u03c1\u03b4\u03ad\u03c8\u03b5\u03b9 \u03c4\u03b7 \u03b4\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03b9\u03ba\u03cc\u03c4\u03b7\u03c4\u03b1 \u03bc\u03b5 \u03c4\u03b7\u03bd \u03b1\u03c7\u03b1\u03bb\u03af\u03bd\u03c9\u03c4\u03b7 \u03c6\u03b1\u03bd\u03c4\u03b1\u03c3\u03af\u03b1 [43].<\/p>\n<p>\u0395\u03c0\u03b9\u03c0\u03c1\u03cc\u03c3\u03b8\u03b5\u03c4\u03b1, \u03c0\u03bf\u03bb\u03bb\u03ad\u03c2 \u03b4\u03b9\u03b1\u03c6\u03b7\u03bc\u03b9\u03c3\u03c4\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b5\u03c2 \u03b4\u03c5\u03c3\u03ba\u03bf\u03bb\u03b5\u03cd\u03bf\u03bd\u03c4\u03b1\u03b9 \u03b1\u03c5\u03c4\u03ad\u03c2 \u03ba\u03b1\u03b8\u03b1\u03c5\u03c4\u03ad\u03c2 \u03bd\u03b1 \u03c0\u03c1\u03bf\u03b2\u03bf\u03cd\u03bd \u03c3\u03c4\u03bf \u03c3\u03c9\u03c3\u03c4\u03cc integration \u03c4\u03c9\u03bd \u03b4\u03b9\u03ac\u03c6\u03bf\u03c1\u03c9\u03bd \u03bb\u03b5\u03b9\u03c4\u03bf\u03c5\u03c1\u03b3\u03b9\u03ce\u03bd \u03c4\u03bf\u03c5\u03c2 (pr, direct, sales promotion, internet advertising \u03ba.\u03bb\u03c0.), \u03b9\u03b4\u03af\u03c9\u03c2 \u03cc\u03c4\u03b1\u03bd \u03b1\u03c5\u03c4\u03ad\u03c2 \u03bf\u03b9 \u03bb\u03b5\u03b9\u03c4\u03bf\u03c5\u03c1\u03b3\u03af\u03b5\u03c2 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf\u03c1\u03b3\u03b1\u03bd\u03c9\u03bc\u03ad\u03bd\u03b5\u03c2 \u03c9\u03c2 \u03c4\u03bc\u03ae\u03bc\u03b1\u03c4\u03b1 \u03ae \u03c9\u03c2 \u03b8\u03c5\u03b3\u03b1\u03c4\u03c1\u03b9\u03ba\u03ad\u03c2 \u03b5\u03c4\u03b1\u03b9\u03c1\u03b5\u03af\u03b5\u03c2 \u03b1\u03bd\u03c4\u03af \u03bd\u03b1 \u03b5\u03af\u03bd\u03b1\u03b9 \u03bf\u03c1\u03b3\u03b1\u03bd\u03c9\u03bc\u03ad\u03bd\u03b5\u03c2 \u03c9\u03c2 projects.<\/p>\n<p>\u03a3\u03c4\u03b7\u03bd \u03c0\u03c1\u03ce\u03c4\u03b7 \u03c0\u03b5\u03c1\u03af\u03c0\u03c4\u03c9\u03c3\u03b7 \u03bf\u03b9 managers \u03c4\u03c9\u03bd \u03b4\u03b9\u03ac\u03c6\u03bf\u03c1\u03c9\u03bd \u03c4\u03bc\u03b7\u03bc\u03ac\u03c4\u03c9\u03bd \u03b1\u03bd\u03c4\u03b1\u03b3\u03c9\u03bd\u03af\u03b6\u03bf\u03bd\u03c4\u03b1\u03b9 \u03b3\u03b9\u03b1 \u03c4\u03bf \u03c0\u03bf\u03b9\u03bf \u03c4\u03bc\u03ae\u03bc\u03b1 \u03b8\u03b1 \u03c0\u03ac\u03c1\u03b5\u03b9 \u03c4\u03bf \u03bc\u03b5\u03b3\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03bf \u03c0\u03bf\u03c3\u03bf\u03c3\u03c4\u03cc \u03c4\u03bf\u03c5 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03b1\u03ba\u03bf\u03cd budget \u03b5\u03bd\u03ce, \u03b1\u03bd\u03c4\u03af\u03b8\u03b5\u03c4\u03b1, \u03c3\u03c4\u03b7 \u03b4\u03b5\u03cd\u03c4\u03b5\u03c1\u03b7 \u03c0\u03b5\u03c1\u03af\u03c0\u03c4\u03c9\u03c3\u03b7 \u03c4\u03bf \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03b1\u03ba\u03cc \u03c3\u03c5\u03bc\u03c6\u03ad\u03c1\u03bf\u03bd \u03c4\u03bf\u03c5 \u03c0\u03b5\u03bb\u03ac\u03c4\u03b7 \u03ad\u03c1\u03c7\u03b5\u03c4\u03b1\u03b9 \u03c0\u03c1\u03ce\u03c4\u03bf [44].<\/p>\n<p><strong>\u03a0\u03b1\u03c1\u03b1\u03c0\u03bf\u03bc\u03c0\u03ad\u03c2:<\/strong><\/p>\n<p>[1] Keller, K., (2001). \u201cMastering the Marketing Communication Mix: Micro and Macro Perspectives of Integrated Marketing Communication Programs\u201d, Journal of Integrated Marketing Communications, Vol. 17, p.819-847.<\/p>\n<p>[2] Duncan, T. (1993). \u201cIntegrated Marketing? It\u2019s Synergy\u201d, Advertising Age, March 8, p.22.<\/p>\n<p>[3] Wells, W., Burnett, J., Moriarty, S. (2000). Advertising: Principles and Practice, 5th edition, Prentice Hall.<\/p>\n<p>[4] Keller, K., (2001). \u201cMastering the Marketing Communication Mix: Micro and Macro Perspectives of Integrated Marketing Communication Programs\u201d, Journal of Integrated Marketing Communications, Vol. 17, p.819-847.<\/p>\n<p>[5] Kotler, P., Armstrong, G. (2001). Principles of Marketing, 9th edition, Prentice Hall.<\/p>\n<p>[6] Belch, G., Belch, M. (2001). Advertising and Promotion: An Integrated Marketing Communications Perspective, 5th edition, McGraw Hill.<\/p>\n<p>[7] Batra, R., Myers, J., Aaker, D. (1996). Advertising Management, 5th edition, Prentice Hall.<\/p>\n<p>[8] Kitchen, P., Schultz, D. (1997). \u201cIntegrated Marketing Communications: What is it and why are companies working that way?\u201d, New Ways for Optimizing Integrated Marketing Communications, ESOMAR, p.1-24.<\/p>\n<p>[9] Schultz, D. (1993). \u201cIntegrated Marketing Communications: Maybe Definition is in the Point of View\u201d, Marketing News, p.8-11.<\/p>\n<p>[10] Hutton, J. (1996). \u201cIntegrated Communication and the Evolution of Marketing Thought\u201d, Journal of Business Research, Vol. 37, p.155-162.<\/p>\n<p>[11] Spotts, H., Lambert, D., Joyce, M. (1998). \u201cThe Discovery of Integrated Marketing Communications\u201d, Journal of Marketing Education, Vol. 20, Issue 3, p.210-218.<\/p>\n<p>[12] Smith, E. (2000). \u201cDefining IMC: Voices in Time\u201d, Journal of Integrated Communications, Special Edition 2000.<\/p>\n<p>[13] Shimp, T. (2000). Advertising, Promotion &amp; Supplemental Aspects of Integrated Marketing Communications, 5th edition, The Dryden Press.<\/p>\n<p>[14] Seitel, F. (1998). The Practice of Public Relations, 7th edition, Prentice Hall.<\/p>\n<p>[15] Shimp, T. (2000). Advertising, Promotion &amp; Supplemental Aspects of Integrated Marketing Communications, 5th edition, The Dryden Press.<\/p>\n<p>[16] Gr\u00f6nroos, C., Lindberg-Repo, K. (1998). \u201cIntegrated Marketing Communications: The Communications Aspect of Relationship Marketing\u201d, Integrated Marketing Communications Research Journal, Vol.4, Issue 1, p.3-11.<\/p>\n<p>[17] Wells, W., Burnett, J., Moriarty, S. (2000). Advertising: Principles and Practice, 5th edition, Prentice Hall.<\/p>\n<p>[18] Witkoski, M. (2002). \u201cIntegrated Communications: A report from the field\u201d, Journal of Integrated Communications, Issue 2001-2002, p.7-12.<\/p>\n<p>[19] Burnett, J., Moriarty, S. (1998). Introduction to Marketing Communication: An Integrated Approach, Prentice Hall.<\/p>\n<p>[20] Belch, G., Belch, M. (2001). Advertising and Promotion: An Integrated Marketing Communications Perspective, 5th edition, McGraw Hill.<\/p>\n<p>[21] Wells, W., Burnett, J., Moriarty, S. (2000). Advertising: Principles and Practice, 5th edition, Prentice Hall.<\/p>\n<p>[22] Shimp, T. (2000). Advertising, Promotion &amp; Supplemental Aspects of Integrated Marketing Communications, 5th edition, The Dryden Press.<\/p>\n<p>[23] Kotler, P. (2003b). Marketing Management, 11th edition, Prentice Hall.<\/p>\n<p>[24] Schultz, D., Tannenbaum, S., Lauterborn, R. (1993). Integrated Marketing Communications, NTC Business Books.<\/p>\n<p>[25] Duncan, T. (2002). Integrated Marketing Communications: Using Advertising and Promotion to Build Brands, McGraw Hill.<\/p>\n<p>[26] Smith, P. (1998). Marketing Communications: An Integrated Approach, 2nd edition, Kogan Page Limited.<\/p>\n<p>[27] Smith, P., Berry, C., Pulford, A. (1998). Strategic Marketing Communications, Kogan Pages Limited.<\/p>\n<p>[28] Percy, L. (1997). Strategies for Implementing Integrated Marketing Communications, NTC Business Books.<\/p>\n<p>[29] Jobber, D., (1998). Principles and Practice of Marketing, 2nd edition, McGraw Hill.<\/p>\n<p>[30] Cook, B. (1997). \u201cIntegrated Marketing Communications: Performing Together\u201d, Journal of Advertising Research, Vol. 87, Issue 5, p.5.<\/p>\n<p>[31] Ogdan, J. (1998). Developing a Creative and Innovative Integrated Marketing Communications Plan, Prentice Hall.<\/p>\n<p>[32] Cook, B. (1997). \u201cIntegrated Marketing Communications: Performing Together\u201d, Journal of Advertising Research, Vol. 87, Issue 5, p.5.<\/p>\n<p>[33] Percy, L. (1997). Strategies for Implementing Integrated Marketing Communications, NTC Business Books.<\/p>\n<p>[34] Wells, W., Burnett, J., Moriarty, S. (2000). Advertising: Principles and Practice, 5th edition, Prentice Hall.<\/p>\n<p>[35] Percy, L. (1997). Strategies for Implementing Integrated Marketing Communications, NTC Business Books.<\/p>\n<p>[36] Wells, W., Burnett, J., Moriarty, S. (2000). Advertising: Principles and Practice, 5th edition, Prentice Hall.<\/p>\n<p>[37] Baker, S., Mitchell, H. (2000). \u201cIntegrated Marketing Communications: Implications for Managers\u201d, November, ESOMAR.<\/p>\n<p>[38] McDonald, M., Wilson, H. (2002). The New Marketing, Butterworth \u2013 Heinemann.<\/p>\n<p>[39] Nowack, G., Phelps, J. (1994). \u201cConceptualizing the Integrated Marketing Communications Phenomenon: An Examination of its Impact on Advertising Practices and Research\u201d, Journal of Current Issues and Research in Advertising, Vol. 16, p.49-66.<\/p>\n<p>[40] Steward, D. (1996). \u201cMarket-Back Approach to the Design of Integrated Marketing Communications Progress: A Change in Paradigm and a Focus on Determinants of Success\u201d, Journal of Business Research, Vol. 37, p.147-153.<\/p>\n<p>[41] Novelli, W. (2001). \u201cOne stop shopping: Some thoughts on Integrated Marketing Communications\u201d, Public Relations Quarterly, Vol. 34, Issue 4, p.7-9.<\/p>\n<p>[42] Witkoski, M. (2002). \u201cIntegrated Communications: A report from the field\u201d, Journal of Integrated Communications, Issue 2001-2002, p.7-12.<\/p>\n<p>[43] Duncan, T., Caywood, C. (1996). \u201cThe concept, process, and evolution of integrated marketing communications\u201d. \u03a0\u03b1\u03c1\u03b1\u03c4\u03af\u03b8\u03b5\u03c4\u03b1\u03b9 \u03c3\u03c4\u03bf: Thorson, E., Moore, J., Integrated Communications: Synergy of Persuasive Voices, Erlbaum, p.13-34.<\/p>\n<p>[44] McArthur, D., Griffin, T. (1997). \u201cA Marketing Management View of Integrated Marketing Communications\u201d, Journal of Advertising Research, Vol. 37, Issue 5, p-19-26.<\/p>\n<p>\u03a3\u03ac\u03ba\u03b7\u03c2 \u03a1\u03af\u03b6\u03bf\u03c2<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u03a4\u03b9 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 \u039f\u03bb\u03bf\u03ba\u03bb\u03b7\u03c1\u03c9\u03bc\u03ad\u03bd\u03b7 \u0395\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1 \u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba; \u03a0\u03b9\u03b8\u03b1\u03bd\u03cc\u03bd \u03ba\u03b1\u03bc\u03af\u03b1 \u03c0\u03b5\u03c1\u03b9\u03bf\u03c7\u03ae \u03c4\u03bf\u03c5 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03b4\u03b5\u03bd \u03ad\u03c7\u03b5\u03b9 \u03b5\u03c0\u03b9\u03b4\u03b5\u03af\u03be\u03b5\u03b9 \u03bc\u03b5\u03b3\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03b5\u03c2 \u03b1\u03bb\u03bb\u03b1\u03b3\u03ad\u03c2 \u03b1\u03c0\u03cc \u03b1\u03c5\u03c4\u03ae\u03bd \u03c4\u03b7\u03c2 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03af\u03b1\u03c2 \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba. \u03a3\u03b5 \u03c0\u03b1\u03b3\u03ba\u03cc\u03c3\u03bc\u03b9\u03bf \u03b5\u03c0\u03af\u03c0\u03b5\u03b4\u03bf \u03c4\u03b1 \u03b5\u03c1\u03b3\u03b1\u03bb\u03b5\u03af\u03b1 \u03b5\u03c0\u03b9\u03ba\u03bf\u03b9\u03bd\u03c9\u03bd\u03b9\u03ce\u03bd \u03bc\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03c0\u03bf\u03c5 \u03ad\u03c7\u03bf\u03c5\u03bd \u03c3\u03c4\u03b7 \u03b4\u03b9\u03ac\u03b8\u03b5\u03c3\u03ae \u03c4\u03bf\u03c5\u03c2 \u03bf\u03b9 marketers \u03b1\u03c5\u03be\u03ac\u03bd\u03bf\u03bd\u03c4\u03b1\u03b9 \u03ba\u03b1\u03b8\u03b7\u03bc\u03b5\u03c1\u03b9\u03bd\u03ac \u03c7\u03ac\u03c1\u03b7 \u03c3\u03c4\u03b7\u03bd \u03c0\u03b1\u03b3\u03ba\u03bf\u03c3\u03bc\u03b9\u03bf\u03c0\u03bf\u03af\u03b7\u03c3\u03b7 \u03b1\u03bb\u03bb\u03ac \u03ba\u03b1\u03b9 \u03c3\u03c4\u03b7\u03bd \u03b1\u03bd\u03ac\u03c0\u03c4\u03c5\u03be\u03b7 \u03bd\u03ad\u03c9\u03bd \u03c4\u03b5\u03c7\u03bd\u03bf\u03bb\u03bf\u03b3\u03b9\u03ce\u03bd.<\/p>\n","protected":false},"author":1,"featured_media":2869,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[31,28,14,29,30,36],"class_list":["post-2868","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-social-media-marketing","tag-simvoules"],"_links":{"self":[{"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=\/wp\/v2\/posts\/2868","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=2868"}],"version-history":[{"count":0,"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=\/wp\/v2\/posts\/2868\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=\/wp\/v2\/media\/2869"}],"wp:attachment":[{"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2868"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2868"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.businesslife.gr\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2868"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}