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  1. 1. 1 ... REVERSE HOTEL MARKETING* * - ... -mail: mariankardiv@yahoo.com
  2. 2. 2 3 1 4-7 1.1 4 1.2 4 1.3 Philip Kotler 4 1.4 Christian Grnroos 5 1.5 Peter Drucker 5 1.6 5 1.7 5 1.8 6 1.9 7 2 8-10 2.1 8 2.2 8 2.3 9 2.3 Do Dont 10 3 11-14 3.1 11 3.2 12 3.3 13 3.4 13 3.5 14 4 15 17
  3. 3. 3 . , . , , . . , , . : . . . , . . ; , ; , , ; .
  4. 4. 4 . . , , . 1.1 1985 , , , , , - https://www.ama.org/AboutAMA/Pages/Definition- of-Marketing.aspx 1.2 1980 1990, , . know-how , , - http://www.mbc.aueb.gr/Documents/useful/Marketing_ defined.pdf 1.3 Philip Kotler . . 1931, 83 , 55 150 , . , -- , , 1953 ! . Philip Kotler, , , , , - http://en.wikipedia.org/wiki/Philip_Kotler
  5. 5. 5 1.4 Christian Grnroos Christian Grnroos; 1947 . P. Kotler , , . , . . 2006 , -http://en.wikipedia.org/wiki/Christian_Gr%C3%B6nroos 1.5 Peter Drucker Peter Drucker , . . . Peter Drucker . 1.6 , ; ! . . , , - http://repository.edulll.gr/edulll/retrieve/3116/912.pdf 1.7 . . , .
  6. 6. 6 Michael Porter , 1979 . . Michael Porter : , , . , . , . 1.8 . , . , 4Ps: (Product) (Price) (Place) (Promotion) , 4Cs : (Customer Cost) (Customer Value) (Convenience) (Communication) - - -- - Michael Porter
  7. 7. 7 1.9 : , , . . . . . , , .
  8. 8. 8 . , . , , . 2.1 Cambridge , , . - http://dictionary.cambridge.org/dictionary/business-english/reverse-marketing , SiteProNews, . Leenders Blenkhorn . - http://en.wikipedia.org/wiki/ Reverse_marketing : . : . 2006 . 2.2 ( ) . .
  9. 9. 9 . , , / . . . , , . , . , : , . , . . ! . Edelman. , 5.000 65 35 . , , Edelman . 2012, Matthew Harrington ( Edelmans U.S. President & CEO) 76% , . , , - http://www.edelman.com/ post/the-u-s- in- whom-do-we- trust/. . . , . . , , . 2.3 .
  10. 10. 10 ; . , / . : . . ; ! . , . - . , . . , , . 2.4 Do Dont . . . . , . . . ( ) . , ! . , --, . . . - . ! , .
  11. 11. 11 . . , , , . , , . 3.1 . , , . . . J. Bayton . , , , , , . , - . , , , : , , , .
  12. 12. 12 , , . , , : , . , , .. . , , , . , , , . . , , . 3.2 : , . . , , . . , , . , . 4Ps .
  13. 13. 13 . , / , . : , , . . , . , . , , . , , . 3.3 , . ( ). . . 3.4 2006 , Tony Rogers Rob Davidson, - . , ( ): . ,
  14. 14. 14 , (exploitable) . , . , , ( ) , . . 3.5 . - . , , - : , . , : , , (, , ) (.. D.M.O., O.T.A., , ) .
  15. 15. 15 , . , . . . : - , , . , / , - , . (Reversing Marketing), / . . . , , , , . marketer vendor . , . . , . . , , , !
  16. 16. 16 , / , / . ( ) . : . , . , , .
  17. 17. 17 1. https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx 2. http://www.mbc.aueb.gr/Documents/useful/Marketing_defined.pdf 3. http://en.wikipedia.org/wiki/Philip_Kotler 4. http://en.wikipedia.org/wiki/Christian_Gr%C3%B6nroos 5. http://el.wikipedia.org/wiki/__ 6. https://hbr.org/2008/01/the-five-competitive-forces-that-shape- strategy/ar/1 7. https://www.youtube.com/watch?v=mYF2_FBCvXw 8. http://en.wikipedia.org/wiki/Peter_Drucker 9. http://repository.edulll.gr/edulll/retrieve/3116/912.pdf - : ( ) / : 10.http://www.epiheirimatikotita.gr/epiheir_tools/marketing_mix.htm 11.http://en.wikipedia.org/wiki/Reverse_marketing 12.http://www.gerrymcgovern.com/new-thinking/growth-reverse-marketing 13.http://dictionary.cambridge.org/dictionary/business-english/reverse- marketing 14.http://www.sitepronews.com/2010/04/23/reverse-marketing- understanding-the-concept/ 15.https://www.youtube.com/watch?v=90u3b5WahEk#t=96 16.http://el.wikipedia.org/wiki/_