Kotler Filipp (Philip Kotler): marketing, management

Wadannan farko da na karshe suna - Kotler Filipp - sosai 'yan suna magana ne game da jama'a. Wannan ba wani m movie star, babu watsa shiri, bayani na sirri rai wanda ya san wani tsegumi a ƙofar. Kotler Filipp - shi ne "kawai" wani American masanin, daya daga dubban, ko ma miliyoyin, SPUD kimiyya gonaki. Amma duk da haka yana da daraja da shi ga sani ba kawai abokan aiki game da shi.

daga biography

To, abin da yake ya shahara, Kotler Filipp? A biography wannan mutumin, saita kawo a cikin aikin hukuma kafofin, sosai dunkule. Dan baƙi daga Rasha, an haife shi a kasar Amurka a shekarar 1931, da aure, uba na uku da 'ya'ya mata. To, a daban-daban aiki cikakken bayani, wuri - a cikin wasu kalmomi, bayanai, ban sha'awa kawai zuwa kananan da'irar mutane. Amma a nan ke nan abin da ya kamata goyon wasu: Filipa Kotlera gaskiya dauke da kafa uba na zamani marketing ka'idar.

Mene ne marketing da kuma me ya sa yake da muhimmanci?

A ra'ayi na "marketing" da aka aro daga turanci lexicon (marketing - kasuwar ciniki). Don kwanan wata, akwai mutane da yawa ma'anar da fassarori daga cikin kalma. Ga yadda za a fassara kalmar nan "marketing" Sai Filibus ya Kotler. Ya kira shi da wani irin mutum aiki directed a gamsarwa da bukatun da kuma yana so ta hanyar musayar. Wannan shi ne, biyu grandmothers a kasuwa, daya daga wanda ya sayar fennel, da kuma sauran sayayya da shi, kuma, a gaskiya, da hannu a cikin marketing. Kakaninki kawai ba su da bukatar bayanin yadda muhimmanci shi ne saya da kuma sayar da cikin hikima. Amma, abin takaici, wannan a bayyane yake hujja ne ba ko da yaushe sane da executives da manajoji, 'yan kasuwa da kuma ma'aikata.

Sau da yawa, da ayyukan da wadannan mutane maimakon kawo amfanin ci gaba da asarar Tsarin. Kuma Filipa Kotlera abin yabo ta'allaka daidai a gaskiyar cewa, ya na kokarin karantar da mutãne kasuwanci daidai. Duk da haka, ba kawai don kasuwanci. Don takaice duk da cewa an yi Kotler, za ze halitta da kuma wannan ƙarshe: ya aka kokarin koyar da mutane yadda za su rayu.

Marketing a Rasha da kuma kasashen waje

Saboda tarihi yanayi na kasuwanci na dogon lokaci da aka ba su gani ba a cikin kimiyya. Kawai a cikin 70s a cikin Tarayyar Soviet shi aka halitta da marketing kansu (Harkokin Kasuwanci). A Rasha Marketing Association bayyana a shekarar 1990.

Amma a duniya na wannan ra'ayi ya zama sananne yawa a baya. A Amurka, da farko marketing darussa da aka karanta baya a 1902 a Michigan da Jami'ar Illinois da kuma Jami'ar Berkeley. Duk da haka, daban-daban da kungiyoyi dangantawa da marketing, ya fara bayyana a cikin United States, Western kasashen Turai da Japan, Canada da kuma Australia da yawa fiye da daga baya - wato a cikin 70s. Wannan batu da hannu, yi karatu da shi, kuma duk da haka ilimi ya quite sako-sako da kuma disparate terminology - m. Tsara da kuma takaita samuwa bayanai, don ƙirƙirar mai jiwuwa dukan daga scraps ya gudanar da shi - Filibus Kotler. "Principles of Marketing", cikin shahararrun aiki da wannan marubucin, ya zama wani irin bible na da yawa kasuwar.

Kotler kuma Science

Kwararru da yawa sun gaskata cewa ba tare da aiki da wannan mutumin ba zai kasance da, da kuma sayar da matsayin kimiyya a zamani ji. Daga shekarar 1962 zuwa yanzu Kotler Filipp - marketing farfesa, ya invariable wurin sabis - Digiri na biyu School of Management a Jami'ar Illinois. Amma kimiyya Kotler fara tun kafin karfi kara da yuwuwar a fannoni daban daban. Yana sha'awar tattalin arziki da kuma lissafi, ya yi karatu management, Psychology, behaviorism (mutum hali). Duk wannan ya taimake shi daga baya a cikin babban aiki. Muhimmanci ilmi tsiwirwirinsu, daga sauran sciences, Kotler ya iya cire tare da ci gaba, to ƙulla cikin wani m manufar "marketing". Philip Kotler kuma yanzu mafi gane dalĩli, a cikin wannan "guru" a cikin wannan al'amari.

Philip Kotler, "Marketing Basics"

Kotler littafin "Principles of Marketing" - wani irin kimiyya bestseller. Farko da aka buga a Rasha a shekara ta 1990, shi ne a real ido-mabudin domin da yawa 'yan kasa na tsohon Tarayyar Soviet. A littafin ne musamman m saboda hadaddun zamantakewa da tattalin arziki mamaki shi ne gaya musamman m. Kimiyya aikin da aka saki, dangane da unsophisticated karatu, a karon farko ta fuskanta tare da bukatar gudanar da bincike da matsala. Don yaba da muhimmancin wannan littafin, shi wajibi ne don tunawa da siyasa da tattalin arziki halin da ake ciki na Rasha a cikin wadanda shekaru. Rushewar gurguzanci, "daji" jari-hujja, da cikakken rashin fahimtar yadda za mu rayu da kuma abin da ya yi. Yana da ya wajaba maza maza cika yawning gibba a tattalin arziki da ilmi, to ka yi kokarin fahimtar inji kayayyaki-kudi dangantakar, to fahimtar fasali na kasuwar. Da gaske, da shi ne a littafin Kotler fara dating tsohon Tarayyar 'yan ƙasa da wani sabon gaba daya ra'ayi domin su - marketing ka'idar. Abin mamaki ne, Kotler Filipp ya rubuta game da "Manufofin ..." bayan da aka buga da yawa ƙwarai, karatu da musamman al'amurran da batun. Wannan shi ne manufar marubucin ya magana take, shi ne muhimmanci a shirya da kuma kawo a cikin daya ma'ana dukan kome cewa yana da wani abu da ya yi tare marketing.

A littafin "Principles of Marketing" ya tsaya da dama wallafe. Wannan shi ne babban tutorial for nan gaba tattalin arziki, a real classic na salo. Bugu da kari, shi ya kimanta ba kawai dalibai, amma kuma mai fadi da kewayon masu karatu saboda gaskiyar cewa msar tambayar ka'idojin žunsa ana kwatanta ta da misalai na m aikace-aikace.

Books Filippa Kotlera

Hakika, game da "Manufofin Marketing" - ba kawai aikin Kotler. A dukiya da marubucin littattafai masu yawa, fiye da dari articles ga mafi shahara mujallar kimiyya da kuma rufe duk cikakkun bayanai na gudanar da kasuwanci. Sunayen ayyukan magana kundin: "Jan zuba jari: wani marketing tsarin kula da gano hanyoyin samun kudi", "Marketing A to Z: 80 Concepts cewa kowane manajan bukatar ya san." Similar ayyuka da marubucin mai yawa. A mere enumeration na su nuna cewa fice taimako sanya ta wannan malamin a duniyar kimiyya.

300 tambayoyi

Abin baƙin ciki, a Rasha, an fassara da kuma buga, ba dukan ayyukan Kotler. Kuma duk da haka da yawa daga cikinsu a kan shelves na Rasha wuraren sayar da litattafai. Bugu da kari ga saba "Harsashen ...", akwai wadannan littattafai: Philip Kotler, "Marketing Management" (wannan shi ne na farko littafin marubucin). "300 key marketing tambayoyi: Philip Kotler amsoshi." Game da latest littafin da daraja na musamman ambatonku. "300 key tambayoyi ..." - wani irin tsantsa daga dukan sararin kwarewa Kotler, wani babban amfani ga dalibai na mafi girma makarantu. Amma wannan abu ne da aka rubuta domin manajoji da kuma kasuwar, theorists da likitoci, da malamai da kuma manajoji. A kayan da aka gabatar a cikin nau'i na tambayoyi da amsoshi, kuma ba cikakken hoto na duk abin da zai taimaka a cimma mafi girma yadda ya dace da kuma nasara a zaba kasuwanci.

ƙarshe

Ayyukan Farfesa Filipa Kotlera ba a iyakance ga koyarwarsa kuma wallafe-wallafen da ake yi. A lokuta daban-daban da ya gudanar da mafi muhimmanci mukamai a American kimiyya da kasuwanci Tsarin. Yana offers Kotler a al'amura na marketing consulting koma ga mafi shahara daga American masana'antu Refayawa kamar IBM da General Electric. Kimiyya Council ta ji dadin da dama sauran kamfanoni, sanannun wajen kasar. Kotler shawarci kuma directed ikon Tsarin yawa States ga m hanya management na kasar su. Philip Kotler ya yi tafiya halfway a duniya, lecturing da kuma gudanar da shawarwari. Af, cikin awa daya da aikinsa, ya yi kiyasin cewa, a $ 50,000.

Duk da haka, kula Kotler ta ba kawai a kasuwanci. A masanin kimiyya tafiya mai yawa, da sha'awar art. Ya koya wa mutane, amma koyon kanta. Its akida inspirers wannan mutum da ake kira 'yan baiwa irin kasuwanci kamar yadda Richard Branson da Stiv Dzhobs.

Kotler Filip an har yanzu faruwa karfi da kuma ba za su ja da baya. Mu so shi da lafiya mai kyau da kuma sabon m nasarori.