?? ??????????? ?? ??????????? ??????????????. ???????? ??????????

??
place
marketing  ???????? ??? ?????????? ??? ??? ?????????
???? ?????, ???? ?? ?????????????? ?? ????????? ??? ?? ??????? ??? ??????
?????? (Kotler et al., 1999). H ?????? ??? ??????? marketing
(place marketing) ????? ??? ???????? ??? ???? ????? ??? ????????? ??? ’80. ????
???? ??????????? ?? ?????? ???? ???????? ??????????? ??? ?????????? ???????
?????? ??????? ??? ???????????. ? ???????????????, ? ???????????? ??? ?
??????????? ??????? ???????? ??? ????????????? ?? ???????? ?????, ????? ??
?????????? ?? ????? ????????? ?????? ???? ?????????? ??? ??????? ??? ??????
??????????? ?? ??????????? ??????????????. ???????? ?????????? ??? ???????? ???
??? ????? ??? marketing ????? ???? ????? ??? city branding (karavatzis,2008).

??
?????? marketing
????
????????????? ?? ?????? ??? Defner and Metaxas
(2006) ??? ????? ?????
?? ?????????????? ??? ??????????? 
????????? ????? ??? ?????????????? ?’ ?????. ?? place marketing ?????????
??????????? ?????? ?????????? ? ??????????? ??? ??????? ?????????? ??? ?????????
(supply)
??? ??? ??????? ??? ??????????? ????? ???? ?? ????????? ??? ?? ?????????? ???
?????? (Kotler et al., 1999). ??? ????????????:

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·        
?? ?????? ?? ?????????????? ?? ????????
??? ?? ???????????? ??? ??? ?????????? ??? ?????? ??? ??? ????????? ??? ???? ???????????
??? ???? ??????? ? ???? (supply)

·        
?? ?????? ?? ?????????????? ??? ??
????????? ??? ?????? ?????? (?????????, ??????????) ?????? ?? ????? ??? ??
????????? ??? ????????? ??? ?? ???????????? ???? ????? ???? ??? ??????. (demand)

???????????? ??? ???????????
?????????? ??? ??? ?????? ??? ?????? ?? ?????? ??? ?????????? ???
?????????????? ??? ???? ??????? ?? ?? ????????? ???? ??? ??????????? ??? ???????
??? ??? ?????????? ???? (Hosper, 2011). ? ?????? ???? ????? ????
????????????? ?? ?????? ??? Kotler, Haider and Rein
(1993) ?????????????
????? ????????? ????? ??? ??? ?????????, ??? ?? ?????????, ??? ?? ????????? ???
??? ??? ??????????? ?????????? ?????.

??
city
branding
?????????
?????????? ??? ???????? ??? ??????? ???? ????? ???? ??? ????????? ???? ??????????
??????????? ??????. ??????????? ?????????? ??  ?????? ?????????????? ???? ?????, ?? ?????
??????????????? ??? ??? ????? ?????????? ???????????? ??? ????????????? ???
??????? ???? ??? ???? (karavatzis,2008).
???? ???????????? ??????????? ????????? ?  ?????? ??? ??????????? city branding ??
??? ?????? ????????? ????? ??? ????? ? ?????????? ???????, ? ??????????
????????? ? ? ???????????? ???????? ??? ????? (karavatzis,2008). O kalandides
(2011) ??????????? ??? ????
???????????? ??????????? ??? ? ?????????? city branding ???????
??? ????????????? ?? ?? ?????????? ???? ????????? ??? ??? ????, ??????? ???
??????? ?? ???????????? ?????????? ?? ?????????????? ????? ??? ????? ???? ?
????? ??? place
branding.

??
city
branding
???
?????????? ????? ???? ????????????? ?? ?????? ??? Hospers
(2011) ???????????? ??
????? ?????? ?????? (target
groups).
???????? ?? ????????????? ??????? ??? ????? ???????????? ???? ?? ??? ????? ???
?????????? ??? ??? ?????????. ?? ?????? ?????? ???? ?????? ???????????? ??
??????????? branding
???
?????????? ????? ?? ?????????:

·        
?? ???????? ??? ?????

·        
?? ????????????, ??? ??????????????????
????? ??? ?????

·        
?? ?????????? (?????????)

·        
? ????????????? ??????

·        
? ?????????? ??????

? ????????? ????? ?????? ???? ?????
????? ?? ???????? ??? ?????, ?????? ?? ??????? ??? ???? ?’ ????. ?????? ??? ??
?????? ?? ?????????? ???????? ?????????? ??? ?? ?????????? ??? ?? ?????????
?????? ?????? ??? ??????? ???? ????????? ??? ???? ??????????. ? ??????????????
?????? ??? ?? ?????? ?? ?????????? ????? ?? ????????? ? ???????? ???? ???
???????? ??? ??? ???????? ????? ??? ???? ?????? ?? ?????????? ???? ???
???????????, ?????????? ??? ???????????? ?????????????? ??? ????????? ???? ????
???????????? ????. ?????? ?????? ???? ???????? ??? ??????????? ??? ??????????
????????? ? ?????????? ??? ??????? ??? ????? ??? ? ?????????? ???????????? (Kavaratzis, 2004).

?’ ?????? ??? Sager
(2011) ????????? ??? ????
??????????? ?????????? ????? ?????????????????? ???? ?? branding ???
??? ? ???????? ??? ????????????? ????????. O ?????????
??????????? ??? ? ?????? ?????????? ??????????? ?????????? ????? ????????? ????
????? ???? ???? ??????? ??? ??????????? ??? ??????? ??? ?????????? ??????????,
??? ???????? ??? ?????????????? ??? ?????? ??? ??????? ???????? ??? ??? ???????
???????. ???????? ??? ?? ????????? ?? ??????? ????? ?? ????????????? ???? ???????
?? ?????? ?? ?????? ??? ??????????????. ? ???????????? ?????????? ???? ???????????
??? ???? ??????????????????, ??? ?? ?????? ?? ?????????????? ???? ???????????
?????????? ??? ??????????? ??? ??????? ??? ??????.

? ???? ???? ??? ???????? ?????????
?????? ???????? ??? ?????? ????? ?? ??????? ??? ?? ?????? ??? ?? ?????????????
???? ????? ?????????? ????????? ???? ???????. H ?????????????
??? ??????? ???? ????? ????? ??? ??????????? ?????????? ??? ??????? ?? ????? ???????
??? ??????????? ??? ????????? ?????????????? ???? ????????????? ?????, ???
?????????? ?????? ??? ?? ?????? ???????????? ????????? ??? ??? ??????? ?????,
??? ??????????? ???????????? ??? ?????? ?????? ????? ??? ??? ??????? ???
??????? (Doratli and Fasli, 2012).

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