Kotler filipp (Philip Kotler): ukumaketha, ukuphathwa

Lezi igama lokuqala nesibongo - Kotler filipp - bambalwa kakhulu abayibheka ukhuluma ngani umphakathi. Lena akuyona ibhayisikobho star ethandwa, akukho abasakazi, imininingwane yokuphila siqu okuyinto uyazi iyiphi inhlebo emnyango. Kotler filipp - kuyinto "kuphela" i isazi American, omunye izinkulungwane, ngisho nezigidi, Spud cornfield ngokwesayensi. Nokho kuyakufanelekela it ukwazi nozakwethu hhayi kuphela ngakho.

kusukela biography

Ngakho-ke yini ukuthi abadumile, Kotler filipp? Biography of lo muntu, ezibekwe imithombo ezisemthethweni, emfushane kakhulu. Indodana abasuka Russia, yazalwa ngo-United States ngo-1931, washada, uyise namadodakazi amathathu. Nokho, imininingwane ezahlukene umsebenzi, isikhundla - ngamanye amazwi, ulwazi, ezithakazelisayo kuphela kumbuthano elincane labantu. Kodwa nakhu okufanele isithakazelo sabanye: Filipa Kotlera kubhekwe kufanele uyise ekusungulweni yesimanje ukumaketha theory.

Kuyini ukumaketha futhi kungani kubalulekile?

Umqondo "ukumaketha" kubolekwe isichazamazwi English (marketing - emakethe yokuhweba). Kuze kube manje, kukhona izincazelo eziningi nekuhumusha izwi. Nakhu ukuthi ukuhumusha igama elithi "ukumaketha" UFiliphu Kotler. Uyibiza ngokuthi uhlobo umsebenzi womuntu sibhekiswe izidingo ezanelisayo futhi ufuna ngokusebenzisa exchange. Okungukuthi, ogogo ababili emakethe, omunye okuyinto uthengisa fennel, kanye nezinye othenga ke, futhi, eqinisweni, abathintekayo ekukhangiseni. Ogogo nomkhulu nje akudingeki ukuchaza ukuthi kubaluleke kangakanani ukuba athenge futhi athengise ngokuhlakanipha. Kodwa, ngeshwa, laba sobala leli qiniso akuyona njalo ukuqaphela abaphathi nezimenenja, osomabhizinisi kanye nabasebenzi bakahulumeni.

Ngokuvamile, imisebenzi laba bantu kunokuba lokhu kwanda izinzuzo okuqhubekayo ukulahlekelwa izakhiwo. Futhi Filipa Kotlera sokunconywa amanga ngokungenaphutha neqiniso lokuthi wayeseholela uzama futhi afundise isintu ukudayisa kahle. Nokho, akubona kuphela ukudayisa. Ngamafuphi yakho konke lokho okuye kwenziwa Kotler, ngeke kubonakale yemvelo futhi kulesi siphetho: Ulinga ukufundisa abantu indlela yokuphila.

Marketing eRussia nakwamanye amazwe

Ngenxa izimo zazinjani emlandweni marketing isikhathi eside kwakungaziwa kubhekwe e ngesayense yethu. Kuphela 70s eSoviet Union ke wadalwa ukumaketha wemboni (Chamber of Commerce). I-Russian Marketing Association wabonakala ngo-1990.

Kodwa zonke emhlabeni lo mqondo waziwa kudala kakhulu kunalokho. E-US, i-marketing izifundo zokuqala zafundwa emuva ngo-1902 e Michigan futhi University of Illinois futhi University of Berkeley. Nokho, izinhlangano ezehlukene elihlobene ne ukumaketha, kwaqala ukuvela e-United States, abantu basemazweni aseNtshonalanga European naseJapane, Canada nase-Australia babe okuningi kamuva - futhi 70s. Lokhu kuncike abathintekayo, wayifunda, futhi okwamanje ulwazi kwaba ngempela okuxekethile amagama disparate - ezingacacile. Hlela bese uzindla kuhlanganiswe ukwaziswa okutholakalayo, ukwakha ebumbene kusuka ezilahliwe wakwazi ke - Philip Kotler. "Izimiso Marketing", umsebenzi edume kakhulu lo mbhali, baba uhlobo yeBhayibheli abakhangisi abaningi.

Kotler kanye nesayensi

Ochwepheshe abaningi bakholelwa ukuthi ngaphandle umsebenzi lo muntu kwakungeke, nokumaketha njengoba isayensi ngomqondo walo wanamuhla. Kusukela ngo-1962 kuya namuhla Kotler filipp - Uprofesa ukumaketha, esikhundleni sakhe EsiZulwini asinayo yesevisi - Graduate School of Management e-University of Illinois. Kodwa isayensi Kotler waqala eside ngaphambi okwandisa kakhulu amandla ayo emikhakheni ehlukahlukene. Yayithanda ezomnotho kanye mathematics, wafundiswa ukuphathwa, Psychology, behaviorism (ukuziphatha kwabantu). Konke lokhu kwamsiza kamuva e umsebenzi wakhe oyinhloko. ulwazi olubalulekile olutholakala neminye imikhakha yesayensi, Kotler wakwazi bebambisana nokuthuthukisa, tie ibe umqondo esizimele "ukumaketha". manje Philip Kotler futhi igunya kunazo baqaphela, kule "guru" kule ndaba.

Philip Kotler, "Marketing Basics"

incwadi Kotler sika "Izimiso Marketing" - uhlobo ethengwa kakhulu ngokwesayensi. Okokuqala eshicilelwe eRussia ngo-1990, kwaba ngempela kwamvula amehlo izakhamuzi eziningi ezweni elaliyiSoviet Union. Le ncwadi iyigugu ngokukhethekile ngenxa eziyinkimbinkimbi imihlola izimo zenhlalo yomphakathi nezomnotho ke utshelwa kufinyeleleke kakhulu. umsebenzi Scientific ikhishwe, esekelwe umfundi unsophisticated, okokuqala ebhekene isidingo ukuze aphenye inkinga. Ukuze siqonde ukuthi kusho ukuthini lokhu encwadini, kubalulekile ukukhumbula isimo kwezomnotho kanye nezepolitiki Russia kuleyo minyaka. Ukuwa zokubusa ngesimiso sokusebenzela uhulumeni, "zasendle" ne-capitalism, ukungabakhathaleli nhlobo ukuqonda indlela ukuphila futhi yini okufanele uyenze. Kwakudingekile ngokushesha ngangokunokwenzeka ukuze zigcwalise lezo zikhala Yawning ulwazi kwezomnotho, ukuzama ukuqonda inqubo ubudlelwane lezimpahla-imali, ukuqonda izici emakethe. Ngokuyinhloko, incwadi Kotler baqala ukuqomisana izakhamuzi elaliyiSoviet nge umqondo omusha ngokuphelele ngabo - ukumaketha theory. Yini emangalisayo, Kotler filipp wabhala "Kubaluleka ..." yakhe emva kokushicilelwa imisebenzi eminingi, watadisha ezithile, ikakhulukazi lezo zalolu daba. Lokho inhloso yombhali kwakufanele kuvame, kwakubalulekile ukuhlela futhi baletha eyodwa okunengqondo lonke konke has lutho oluphathelene nokumaketha.

Incwadi "Izimiso Marketing" selineminyaka eziningi zezincwadi. Lena okokufundisa kakhulu zezomnotho esizayo, Classic wangempela uhlobo. Ngaphezu kwalokho, kwakudingeka ahlole hhayi kuphela abafundi, kodwa futhi ezahlukene abafundi ngenxa yokuthi izimiso theory ezikuyo zikhonjiswe izibonelo isicelo sabo esisebenzayo.

Izincwadi Filippa Kotlera

Yiqiniso, "Kubaluleka Marketing" - akuyona umsebenzi kuphela Kotler. Izimpahla umlobi wezincwadi eziningi, ezingaphezu kwekhulu izihloko womagazini edume kakhulu ngokwesayensi futhi lumboza zonke imininingwane ukuphathwa nokumaketha. Amagama imisebenzi lukhulu: "zimali Ukuheha: a indlela ukumaketha ekutholeni imithombo ngezimali", "Marketing A to Z:. 80 Concepts ukuthi zonke umphathi kumele ukwazi" imisebenzi efanayo ngumlobi eziningi. I okubaliwe nje wabo ibonisa ukuthi neqhaza elikhulu eyenziwe lesi sazi emhlabeni yesayensi.

imibuzo 300

Ngeshwa, eRussia, kuhunyushwe futhi kushicilelwe, hhayi yonke imisebenzi Kotler. Nokho eziningi kubo emashalofini ezitolo ezidayisa Russian. Ngaphezu ajwayelekile "Izikhwama ...", zikhona izincwadi ezilandelayo: Philip Kotler, "Marketing Management" (lokhu encwadini yokuqala lombhali); "300 imibuzo eyisihluthulelo ukumaketha: Philip Kotler izimpendulo." Mayelana nebhuku zakamuva kuwufanele isizathu esikhethekile sokuba kukhulunywe. "Imibuzo 300 ukhiye ..." - uhlobo quintessence kuzo zonke nakho okukhulu Kotler, inzuzo enkulu abafundi ezikhungweni zemfundo ephakeme. Kodwa le nto kulotshelwe abaphathi kanye abezimakethe, theorists kanye nodokotela, othisha nabaphathi. Indaba uvezwa uhlobo imibuzo nezimpendulo, futhi kunikeza isithombe ephelele konke eyokusiza ukuba uwufinyelele nekusebenta kakhulu futhi okuphumelela ibhizinisi abakhethiwe.

isiphetho

Imisebenzi UProfesa Filipa Kotlera akugcini ukufundisa kwakhe umsebenzi etemibhalo. Ngezinye izikhathi ezahlukene bekatsatsa izikhundla esibaluleke kunazo zonke-American izakhiwo zesayensi kanye ibhizinisi. It unikeza Kotler ezindabeni ukumaketha Consulting yakhetha edume kakhulu American umkhakha imidondoshiya ezifana IBM futhi General Electric; Scientific Council BakaJehova bajabulela eziningi nezinye izinkampani, owaziwa ngaphandle kwezwe. Kotler akukhuthazwa futhi waqondisa izakhiwo amandla States eziningi kuya kuphatfwa kwemitfombolusito afanele ezweni labo. Philip Kotler uye wahambela cishe wonke umhlaba, zokufunda kokuqhuba kokuthintana. By the way, ihora umsebenzi wakhe, + ilinganisela at $ 50,000.

Nokho, banakekele Kotler sika nje ibhizinisi. Usosayensi luhamba eziningi, nentshisekelo art. Ufundisa abanye, kodwa ukufunda uqobo. inspirers wayo ngemibono le ndoda okuthiwa geniuses ibhizinisi ezifana Richard Branson futhi Stiv Dzhobs.

Kotler Filip kusaqhubeka futhi akahambi umhlalaphansi. Simfisela impilo enhle futhi impumelelo zobuciko.