Kotler Philip (Philip Kotler): marketing, management

Aya mazita uye zita - Kotler Philip - taura zvishoma pamusoro pevanhu vose. Iyi haisi inozivikanwa mufirimu wemufirimu, kwete mupepeti weTV, tsanangudzo yehupenyu hwake hunozivikanwa chero ipi zvayo yebhanhire pamukova. Kotler Philippe "akarurama" scientist weAmerica, mumwe wezviuru, uye kunyange mamiriyoni, evasayendisiti vari kushandura masayenzi. Uye zvakadaro zvakakosha kuti zvizivikanwe kwete chete nevanoshanda navo.

Kubva biography

Saka chii chaanozivikanwa, Kotler Philippe? Nhoroondo yemurume uyu, yakataurwa mumasangano ehurumende, inonyanya kukanganisika. Mwanakomana wevakabva kuRussia, akaberekerwa muUnited States muna 1931, akaroorwa, baba vevanasikana vatatu. Zvakanaka uye zvichiri zvimwe zvakasiyana-siyana zvebasa, chinyorwa, - mune rimwe shoko, ruzivo runofadza chete kune boka duku revanhu. Asi pano chimwe chinhu chinofanirwa kufarira vamwe: Philip Kotler akakurumidza kufunga nezvebaba-muvambi wemazuva ano ekutengeserana.

Chii chiri kudhinda uye nei zvichikosha?

Pfungwa ye "kutengesa" inokweretwa kubva kuChirungu lexicon (kutengeserana - mutengesi wemisika). Kusvika iye zvino, pane tsanangudzo zhinji uye kududzirwa kwezwi iri. Hezvino iyo izwi rokuti "kutengesa" rinotsanangurwa naFiripi Kotler. Anoritumidza kuti rudzi rwemabasa evanhu rinotarisirwa kusangana nezvido nezvinodiwa kuburikidza nekuchinjana. Ndiko kuti, vaviri vanambuya pamusika, chimwe chazvo chinotengesa dill, uye imwe yacho inotenga iyo, zvakare, ikoizvo, inobatanidzwa mukudhinda. Vanambuya havadi kutsanangurira kuti zvakakosha sei kutenga nokutengesa nekuchenjera. Asi, nhamo, chokwadi ichi chiri pachena haisi nguva dzose chinonzwisiswa nevatungamiriri nevatungamiri, mabhizinesi nevashandi vehurumende.

Kazhinji, mabasa evanhu ava, panzvimbo yebatsiro, anounza zvivakwa zvavo kurasikirwa kwakasimba. Uye kukosha kwaFiripi Kotler ndeyechokwadi kuti ari kuedza kudzidzisa vanhu kutengesa zvakanaka. Zvisinei, kwete chete kutengesa. Kana tikapfupikisa zvose zvakaitwa naKotler, izvi zvinonzwisisika zvinonzwisisika: anoedza kudzidzisa vanhu nzira yekurarama nayo.

Kutengesa muRussia uye Nyika

Nemhaka yezvakaitika mumamiriro ezvinhu, kutengeswa kwakanga kusingafungidziri senzi kwenguva yakareba. Mukati me70 chete muUSSR yakasikwa yekutengeserana (Chamber of Commerce and Industry). MuRussia, Marketing Association yakabuda muna 1990.

Asi munyika ino pfungwa iyi yakazozivikanwa kare kare. MuUnited States, kutanga kukwidzidza mazano kwakaverengwa zvakare muna 1902 kumayunivhesiti eMichigan uye Illinois, uyewo paYunivhesiti yeBerkeley. Ichokwadi, marudzi ose emasangano akanangana nekutengesa akatanga kuonekwa muU.S., nyika dzekuMadokero kweEurope uye Japan, Canada neAustralia zvizhinji gare gare - zvakare mumakore makumi manomwe. Chinhu ichi chaidzidzwa, chakadzidzwa, uye zvakadaro ruzivo rwaive rwakasununguka uye rwakapararira, izwi racho rakanga risina kujeka. Kugadzirisa nekupfupisa mashoko anowanikwa, ndiye iye akakwanisa kuumba yose yakazara kubva kune zvidimbu: Philip Kotler. "Zvinonyanya kukosha zvekutengesa", basa rakakurumbira zvikuru remunyori uyu, rava rudzi rweBhaibheri rwevashambadzi vakawanda.

Kotler neScience

Nyanzvi dzakawanda dzinonyatsoziva kuti kunze kwebasa romurume uyu apo hapangave nekushambadzira saesayenzi mune zvazvino. Kubvira muna 1962 kusvikira nhasi, Kotler Philippe ndiye purofesa wekutengesa, nzvimbo yake yekusingaperi ndiyo Graduate School of Management paYunivhesiti yeItaly. Asi sainzi Kotler akatanga kutora nguva yakareba kare, achiwedzera kuwedzera simba rayo mune zvakasiyana-siyana. Akanga achifarira mune zvehupfumi uye masvomhu, akadzidza kutarisira, psychology, behaviorism (unhu hunoita). Zvose izvi zvakamubatsira panguva iyoyo mubasa rake guru. Ruzivo runokosha, runobva kune dzimwe sciences, Kotler akakwanisa kuunza pamwe nekukudziridza, kusunga mukati mechirevo chega chega che "kutengesa". Firipi Kotler uye iye zvino ndiyo simba rinonyatsozivikanwa, "guru" chaiye munyaya iyi.

Philip Kotler, "The Basics of Marketing"

Kotler's book "Fundamentals of Marketing" ndeyemhando yezesayenzi bestseller. Kutanga kuparidzirwa muRussia muna 1990, yakava chizaruro chaiyo kune vagari vazhinji vekare vaimbova Union. Iyo bhuku inonyanya kukosha nokuti inotaurirwa pamusoro pezvinhu zvakakomba zvehupfumi nehupfumi mukati mahwo izvo zvinowanikwa nyore. Basa rezvesayenzi rinosunungurwa mukuverenga kwemuverengi asina ruzivo, anotanga kusangana nechido chekudzidza dambudziko iri. Kuti uone kukosha kwebhuku rino, zvakakosha kuyeuka mamiriro ezvematongerwe enyika uye zvehupfumi muRussia yemakore iwayo. Kugumburwa kwema-socialism, "masango" ehurumende, kusakwana kwakakwana kwekugara uye izvo zvokuita. Zvaive zvakakosha munguva shoma yekuzadza zvikwereti zvekugadzirisa mune ruzivo rwezvemari, kuedza kunzwisisa nzira yehutano hwemari, kunzwisisa zvinhu zvemusika. Chaizvoizvo, yaiva nebhuku raKotler kuti kuzivikanwa kwevaimbova vagari veSoviet kwakatanga nechinangwa chitsva-chirevo chekutengesa. Chimwe chinoshamisa, Kotler Philippe akanyora "Mavambo ..." mushure mekunge abudise mabasa mazhinji akaongorora mapepa ega ega emagazini iyi. Izvi zvinoreva kuti chinangwa chemunyori ndechokuita, zvakakosha kwaari kuti agadzirise uye kuderedza zvinhu zvese zvine ukama hwakaderera kudengesa kune imwe chete inonzwisisika.

Bhuku rinonzi "Fundamentals of Marketing" rave rine mabhuku akawanda. Iri ibhuku rakanakisisa remangwana rezvematongerwo enyika, a real classic of the genre. Mukuwedzera, kwete vadzidzi chete asiwo ruzivo rwakakura rwevaverengi vakakwanisa kuhuonga, zvichienderana nekuti iyo zvinyorwa zvidzidzo zvinowanikwa mairi zvinoratidzwa nemuenzaniso wekushanda kwavo.

Mabhuku aFiripi Kotler

Zvechokwadi, "Zvinonyanya kukosha zvekutengesa" haisi iyo chete basa raKotler. Munyori ane mabhuku mazhinji, anopfuura zana nyaya dzakanyorerwa kumagazini ezvidzidzo ezvesayenzi uye kuvhara zvose zvinyengeri zvekutungamira nekutengesa. Mazita emabasa anotaura zvakawanda: "Kukwezva vatengesi: nzira yekutsvaga yekuwana zviwanikwa zvemari", "Kutengeswa kubva kuA kusvika Z: mazano 80 ayo mutungamiriri wese anofanira kuziva." Munyori ane mabasa akawanda akafanana. Kunyengedza kwavo kunongoratidzira mupiro wakakosha uyo musayendisiti uyu akaita ku sayenzi yenyika.

Mibvunzo 300

Zvinosuruvarisa, haasi mabasa ose aKotler akashandurwa uye akabudiswa muRussia. Asi pane apo akawanda mavari pane mashefu e mabhuku eRussia. Mukuwedzera kune atoziva "Mazano ...", kune mabhuku akadai sa: Philip Kotler, "Marketing Management" (ndiro bhuku rokutanga romunyori); "300 nhau huru yekudhinda: inosangana naFilip Kotler." Pamusoro pebhuku rekupedzisira zvakakodzera kutaura. "300 mibvunzo inokosha ..." ndeyemhando ye quintessence yezvose zvakasangana naKotler, mutungamiri mukuru wevadzidzi vemayunivhesiti. Asi chinhu ichi chakataurirwawo vatungamiri nevatengesi, vanyori uye vashandi, vadzidzisi nevatungamiriri. Nyaya yacho inowanikwa mumhando yemibvunzo nemhinduro, uye inopa mufananidzo wakakwana wezvose zvichange zvichitibatsira kubudirira zvakanakisisa nekubudirira munyaya yakasarudzwa.

Mhedziso

Mabasa aPurofesa Philip Kotler haasi kurega kudzidzisa uye mabasa ezvinyorwa. Panguva dzakasiyana-siyana akatora nzvimbo dzakawanda mumatunhu eAmerica nesayenzi. Kotler's services mumakambani ekutsvakurudza akashandurwa nemakona akakurumbira ekuAmerican makambani, akadai neBibM uye General Electric; Iro zano remusayendisiti rakashandiswa nemamwe makambani anozivikanwa kunze kwenyika. Kotler akarayira uye akarayira zviremera zvehurumende dzakawanda nechinangwa chekutarisira zvizere zvenyika yavo. Firipi Kotler akaenda hafu yepasi rose, achipa hurukuro nekukurukurirana. Nenzira, anofungidzira nguva yebasa rake pa $ 50,000.

Zvisinei, kwete chete zvinetso zvebhizimisi Kotler. Musayendisiti anofamba zvakawanda, anofarira unyanzvi. Anodzidzisa vamwe, asiwo anozvidzidza. Kukurudzira kwake, murume uyu ainzi mabhizimisi akadaro seRichard Branson naSteve Jobs.

Kotler Philip achiri kuzere nesimba uye haasi kuzorora. Ndinoda kumuda kuti ave noutano hwakanaka uye zvitsva zvekusika.