Kotler Filipp (Philip Kotler): marketing, kev tswj

Cov npe thiab lub xeem lub npe - Kotler Filipp - heev ob peb tham txog cov pej xeem. Qhov no yog tsis yog ib tug nrov movie lub hnub qub, tsis muaj broadcaster, cov ntsiab lus ntawm tus kheej lub neej uas paub tej lus xaiv nyob rau kev nkag. Kotler Filipp - yog "tsuas" ib tug American kawm, ib tug ntawm txhiab, los yog txawm lab, Spud scientific cornfield. Tsis tau nws yog tsim nyog nws paub tsis tau tsuas yog lug txhawb cov miv txog nws.

los ntawm cov biography

Yog li ntawd yog dab tsi nws nto moo, Kotler Filipp? Cov biography ntawm tus txiv neej no, tau muab teev tseg nyob rau hauv lub official qhov chaw, heev cos. Tus tub ntawm cov neeg tsiv teb los ntawm Russia, tau yug los nyob rau hauv lub tebchaws United States nyob rau hauv 1931, sib yuav, leej txiv ntawm peb cov ntxhais. Zoo, ib tug ntau yam hauj lwm kom paub meej, txoj hauj lwm - nyob rau hauv lwm yam lus, cov lus qhia, nthuav tsuas rau ib tug me me lub vajvoog ntawm cov neeg. Tab sis ntawm no yog dab tsi yuav tsum nyiam lwm tus: Filipa Kotlera rightly suav hais tias yog nrhiav leej txiv ntawm niaj hnub ua li lub hom phiaj.

Yuav ua li cas yog li thiab yog vim li cas tseem ceeb heev?

Lub tswvyim ntawm "li" yog borrowed los ntawm cov lus Askiv lexicon (marketing - kev ua lag luam trading). Rau hnub tim, muaj ntau ntau yam ntsiab lus thiab txhais ntawm lo lus. Ntawm no yog yuav ua li cas los txhais lus rau lub sij hawm "ua li" Filis Kotler. Nws hu nws ib tug zoo ntawm tib neeg kev ua si qhia rau satisfying xav tau kev pab thiab xav los ntawm kev pauv. Hais tias yog, ob grandmothers nyob rau hauv kev ua lag luam, yog ib lub uas muag fennel, thiab lwm yam yuav nws, dhau lawm, nyob rau hauv qhov tseeb, muab kev koom tes nyob rau hauv lub lag luam. Pog thiab Yawg cia li tsis tas yuav piav tias yuav ua li cas ib qho tseem ceeb nws yog los yuav thiab muag ntse ntsuav. Tab sis, hmoov tsis, qhov no cuab fact yog tsis ib txwm paub txog cov kev tswj thiab tswj, businessmen thiab civil txib.

Feem ntau, cov kev ua ub no ntawm cov neeg no es tsis txhob ntawm nqa cov kev pab cuam nruam losses lug. Thiab Filipa Kotlera nqis lus dag precisely nyob rau hauv lub fact tias nws yog ua los qhia noob neej mus pauv kom raug. Txawm li cas los, tsis yog mus pauv. Mus sum txog tag nrho cov uas tau raug ua Kotler, yuav zoo li ntuj thiab no xaus: nws yog ua los qhia tib neeg yuav ua li cas nyob.

Li nyob rau hauv Russia thiab txawv teb chaws

Vim keeb kwm kev tshwm sim ntawm lub lag luam rau ib ntev lub sij hawm nws twb tsis yog nyob rau hauv peb cov kev kawm. Tsuas yog nyob rau hauv lub 70s nyob rau hauv lub Soviet Union nws yog tsim los ntawm lub lag luam sector (Chamber of Commerce). Lavxias teb sab Marketing Association nyob rau hauv 1990.

Tab sis nyob rau hauv lub ntiaj teb no ntawm cov tswvyim no los ua lub npe hu npaum li cas lawm. Nyob rau hauv Teb Chaws Asmeskas, cov thawj li kev kawm tau nyeem rov qab nyob rau hauv 1902 nyob rau hauv Michigan thiab lub University of Illinois thiab lub University of Berkeley. Txawm li cas los, ntau yam koom haum txuam nrog marketing, pib tshwm nyob rau hauv lub tebchaws United States, Western European lub teb chaws thiab Nyiv, Canada thiab Australia muaj ntau npaum li cas tom qab ntawd - tseem nyob rau hauv lub 70s. Qhov no raug muab kev koom tes, kawm nws, thiab tsis tau paub yog heev xoob thiab disparate terminology - vague. Teacher thiab saib lub ntsab lug muaj ntaub ntawv, los ua ib tug coherent tag nrho los ntawm scraps nws tswj nws - Philip Kotler. "Principles of Marketing", nto moo tshaj plaws ua hauj lwm ntawm no sau, los ua ib tug zoo ntawm Vajtswv uas muaj ntau marketers.

Kotler thiab Science

Muaj ntau cov kws txawj ntseeg tau hais tias tsis muaj tus ua hauj lwm ntawm tus txiv neej no yuav tsis tau, thiab marketing raws li ib tug science nyob rau hauv nws niaj hnub txiav txim. Los ntawm 1962 mus rau tam sim hnub Kotler Filipp - marketing xib fwb, nws invariable qhov chaw ntawm kev pab cuam - Kawm tiav tsev kawm ntawv ntawm kev tswj ntawm lub University of Illinois. Tab sis science Kotler pib ntev ua ntej xav ua nws lub peev xwm nyob rau hauv ntau yam teb. Nws yog xav nyob rau hauv kev lag luam thiab kev kawm txog zauv, nws kawm kev tswj, psychology, behaviorism (tus neeg coj tus cwj pwm). Tag nrho cov no tau pab nws tom qab nyob rau hauv nws lub ntsiab ua hauj lwm. Tseem ceeb paub tau los ntawm lwm yam sciences, Kotler muaj peev xwm mus rub ua ke thiab tsim, los khi rau hauv ib qho kev ywj tswvyim ntawm "li". Philip Kotler thiab yog tam sim no lub feem ntau pom tau hais tias txoj cai, nyob rau hauv no "guru" nyob rau hauv cov teeb meem no.

Philip Kotler, "Marketing Tsim"

Kotler phau ntawv "Principles of Marketing" - ib yam ntawm cov kev bestseller. Thawj luam tawm nyob rau hauv Russia nyob rau hauv 1990, nws yog ib tug tiag tiag lub qhov muag-opener rau ntau cov pej xeem ntawm lub qub Soviet Union. Cov ntawv no tseem ceeb rau vim hais tias ntawm lub complex socio-economic phenomena nws yog hais tsis tshua muaj neeg siv tau. Kev ua hauj lwm yog tso tawm, raws li nyob rau hauv lub unsophisticated nyeem ntawv, rau cov thawj lub sij hawm confronted nrog qhov yuav tsum tau mus soj ntsuam qhov teeb meem. Yuav kom txaus siab qhov tseem ceeb ntawm phau ntawv no, nws yog tsim nyog yuav tau nco qab cov nom tswv thiab nyiaj txiag qhov teeb meem ntawm Russia nyob rau hauv cov xyoo. Lub cev qhuav dej ntawm socialism, "qus" capitalism, ua kom tiav tsis muaj kev nkag siab ntawm yuav ua li cas nyob li cas thiab ua li cas. Nws yog tsim nyog kom sai li sai li sai tau mus sau cov yawning ncua hauv economic paub, sim kom nkag siab txog lub mechanism ntawm khoom-nyiaj kev sib raug zoo, to taub cov yam ntxwv ntawm lub lag luam. Yeej tseem zoo, nws yog ib phau ntawv Kotler pib yos qub Soviet pej xeem nrog ib tug kiag li tswvyim tshiab rau lawv - ua li ziag no. Yuav ua li cas yog zoo kawg li, Kotler Filipp sau tau nws "Fundamentals ntawm ..." tom qab luam tawm ntau tej hauj lwm, kawm cov kev sib nrauj ntawm lub qhov teeb meem. Qhov ntawd yog qhov aim ntawm tus sau yog rau generalize, nws yog ib qho tseem ceeb los npaj thiab coj mus rau hauv ib zajlus kom tag nrho txhua yam uas muaj tej yam uas ua nrog li.

Cov phau ntawv "Principles of Marketing" tau sawv dozens ntawm cov ntaub ntawv. Qhov no yog ib tug zoo tutorial rau yav tom ntej economists, ib tug tiag tiag classic ntawm ib hom ntawv nyeem. Nyob rau hauv tas li ntawd, nws yuav tsum tau soj ntsuam tsis tau tsuas yog cov menyuam kawm ntawv, tab sis kuj yog ib tug ntau ntawm cov txawj nyeem ntawv due rau lub fact tias cov theoretical hauv paus ntsiab lus muaj nyob rau ntawd yog taw qhia los ntawm cov piv txwv ntawm lawv ua daim ntawv thov.

Phau ntawv Filippa Kotlera

Ntawm cov hoob kawm, "Fundamentals ntawm Marketing" - yog tsis tsuas yog ua hauj lwm ntawm Kotler. Lub cuab tam ntawm tus sau ntawm heev heev cov phau ntawv, ntau tshaj ib puas khoom rau lub npe nrov tshaj scientific txhua hnub thiab yuav tsum vov tag nrho cov ntsiab lus ntawm kev tswj thiab marketing. Lub npe ntawm tej hauj lwm hais lus tagnrho: "attracting tub ua lag luam: ib tug lag luam mus kom ze mus nrhiav qhov chaw ntawm txais", "Marketing A mus txog Z: 80 Concepts hais tias txhua txhua tus neeg saib xyuas yuav tsum tau paub." Zoo ib yam li tej hauj lwm los ntawm tus sau ib tug ntau. Lub mere enumeration ntawm lawv qhia hais tias cov koj pab tau los ntawm qhov kev kawm nyob rau hauv lub ntiaj teb no ntawm science.

300 lus nug

Tu siab, nyob rau hauv Russia, tau txhais thiab luam tawm, tsis yog txhua txhua lub tej hauj lwm ntawm Kotler. Thiab tsis tau ib tug ntau ntawm lawv nyob rau hauv txee ntawm Lavxias teb sab xibhwb. Nyob rau hauv tas li ntawd mus rau lub paub "me nyuam yaus ...", muaj cov nram qab no phau ntawv: Philip Kotler, "Marketing Management" (qhov no yog thawj phau ntawv ntawm cov neeg sau); "300 tseem ceeb li cov lus nug: Philip Kotler cov lus teb." Hais txog qhov tseeb hauv phau ntawv no muaj nqis ib tug tshwj xeeb mention. "300 tseem ceeb cov lus nug ..." - ib tug tsi ntawm quintessence ntawm tag nrho cov loj heev kev Kotler, ib tug zoo kawg kev pab rau cov tub ntxhais kawm ntawv qib siab cov tsev kawm ntawv. Tab sis qhov no tshaj plaws yog sau rau managers thiab marketers, theorists thiab cov kws, cov kws qhia ntawv thiab cov saib. Cov khoom yog nyob rau hauv daim ntawv ntawm cov lus nug thiab lus teb, thiab muab ib tug ua tiav daim duab ntawm txhua yam uas yuav pab kom mus cuag lub siab tshaj plaws efficiency thiab kev vam meej nyob rau hauv lub xaiv ua lag ua luam.

xaus

Kev ua ub no xibfwb Filipa Kotlera tsis yog tas rau nws kev qhia thiab kev txawj ua si. Thaum ntau lub sij hawm nws tuav lub tseem ceeb tshaj plaws txoj haujlwm nyob rau hauv lub American scientific thiab ua lag ua luam lug. Nws muaj Kotler nyob rau hauv cov teeb meem ntawm kev lag luam kev noj kev haus resorted mus rau nto moo tshaj plaws ntawm American lag luam giants xws li IBM thiab General Electric; Kev Council lub enjoyed ib tug xov tooj ntawm lwm cov tuam txhab, zoo-paub nyob sab nraum lub teb chaws. Kotler qhia thiab qhia lub hwj chim lug ntawm ntau States rau lub peev xwm kev pab tswj ntawm lawv lub teb chaws. Philip Kotler tau mus tog nyob ib ncig ntawm lub ntiaj teb no, lecturing thiab kev pej. Los ntawm txoj kev, lub teev ntawm nws ua hauj lwm, nws kwv yees ntawm $ 50,000.

Txawm li cas los, kev kho mob Kotler tus tsis yog ib tug ua lag ua luam. Ib tug paub txog mus rau ib tug ntau, xav nyob rau hauv kos duab. Nws qhia rau lwm tus neeg, tab sis kev kawm nws tus kheej. Nws ideological inspirers ntawm tus txiv neej no hu ua geniuses xws ua lag ua luam raws li Richard Branson thiab Stiv Dzhobs.

Kotler Filip yog tseem yuav muaj zog thiab tsis yog yuav mus so num lawm. Peb xav nws zoo noj qab haus huv thiab tshiab muaj tswv yim achievements.