Kotler filipp (Philip Kotler): ukuthengisa, ulawulo

Ezi igama ezokuqala nezokugqibela - Kotler filipp - bambalwa kakhulu sithetha luluntu jikelele. Oku akuthethi inkwenkwezi oshukumayo odumileyo, akukho ngumsasazi, iinkcukacha zobomi lwangasese uyayazi na uhletywa emnyango. Kotler filipp - yi "nje" an umphengululi yaseMelika, omnye amawaka, okanye izigidi, kwifama yenzululwazi uSPUD. Kodwa kuluncedo ukuba ukwazi oogxa kuphela ngayo.

ukusuka biography

Ngoko ke yintoni na yena odumileyo, Kotler filipp? Ngobomi kwale ndoda, ezibekwe imithombo ezisemthethweni, angqalileyo kakhulu. Unyana abafuduki abasuka eRashiya, wazalwa eUnited States ngowe-1931, watshata, uyise neentombi ezintathu. Kaloku, iinkcukacha umsebenzi owahlukileyo, isikhundla - ngamanye amazwi, ulwazi, umdla kuphela kwisangqa elincinane labantu. Kodwa nantsi into sifanele sibe nomdla abanye: Filipa Kotlera ngokufanelekileyo ingqalelo ukhokho wesizwe kwethiyori yentengiso mihla.

Yintoni intengiso yaye kutheni kubalulekile nje?

Le mbono "ukuthengisa" kubolekwe Lexicon IsiNgesi (marketing - urhwebo market). Ukuza kuthi ga ngoku, kukho iinkcazelo ezininzi kunye utoliko ilizwi. Apha ukuchaza ibinzana elithi "ukuthengisa" Philip Kotler. Ubiza ibe uhlobo lomsebenzi yabantu okujoliswe iimfuno ezanelisayo kwaye ufuna ngokusebenzisa Exchange. Oko kukuthi, oomakhulu ezimbini kwimarike, enye yazo ethengisa fennel, kunye nezinye ayithenge, kakhulu, enyanisweni, inxaxheba marike. Nomkhulu nje akukho mfuneko yokuba uchaze indlela ekubaluleke ngayo ukuthenga nokuthengisa ngobulumko. Kodwa ke, ngelishwa, le nto izicacele alusoloko uyazazi zizigqeba kunye nabaphathi, oosomashishini kunye nabasebenzi bakarhulumente.

Ngokufuthi, imisebenzi aba bantu endaweni ukuzisa iinzuzo kwezakhiwo ilahleko eziqhubekayo. Kwaye Filipa Kotlera merit ilele kubantu yokuba uzama ukufundisa uluntu lokuthengisa ngokuchanekileyo. Noko ke, ukuba kuthengiswa kuphela. Ukuba azihlanganisele zonke izinto kuye kwenziwa Kotler, ziya kubonakala zendalo kunye kwesi sigqibo: yena uzama ukufundisa abantu indlela yokuphila.

Marketing eRussia nakwamanye amazwe

Ngenxa yeemeko zembali urhwebo ixesha elide ukuba asiyi kuqwalaselwa bethu. Kuphela 70s eSoviet Union yayiyilwe yi icandelo lorhwebo (Chamber of Commerce). I-Russian Marketing Association wabonakala ngo-1990.

Kodwa ihlabathi kolu luvo yaziwa kakhulu ngaphambili. Kwi-US, izifundo zokuthengisa yokuqala ukufunda ngowe-1902 e-Michigan kunye neYunivesithi Illinois kunye neYunivesithi eBerkeley. Nangona kunjalo, imibutho eyahlukeneyo enxulumene ne ukuthengisa, yaqala ukubonakala eUnited States, amazwe Western eYurophu naseJapan, Canada kunye Australia Ndisenezinto ezininzi kamva - kwakhona kwi 70s. Esi sifundo ababandakanyekayo, wafunda oko, ukanti nolwazi kakhulu loose kunye nesigama saa - mfiliba. Lungiselela kwaye shwankathela ulwazi olufumanekayo, ukudala ebumbene evela bechola wakwazi oko - Philip Kotler. "Principles of Marketing", umsebenzi edume lo mbhali, yaba uhlobo bible lezentengiso ezininzi.

Kotler and Science

Iingcali ezininzi zikholelwa ukuba ngaphandle umsebenzi wale ndoda Yayingenakuba, yaye ithengiswe zenzululwazi ingqiqo yayo mihla. Ukususela ngowe-1962 ukuza kuthi ga namhlanje Kotler filipp - unjingalwazi yentengiso, indawo yakhe invariable lwenkonzo - Graduate School of Management kwiYunivesithi Illinois. Kodwa inzululwazi Kotler yaqala kudala ngaphambi kokuba ukwanda ngamandla amandla yayo kwiinkalo ezahlukeneyo. Yena wayenomdla economics nemathematika, wafunda ulawulo, ngezengqondo, behaviorism (ukuziphatha ngamnye). Konke oku yamnceda kamva emsebenzini wakhe uphambili. ulwazi olubalulekileyo olufunyenwe kwezinye zenzululwazi, Kotler wakwazi ukutsala kunye nokuphuhlisa, nokuba maliqhagamshelanise kwizinto ingcamango oluzimeleyo "ukuthengisa". Philip Kotler kwaye ngoku negunya eyaziwa kakhulu, kule "guru" kulo mbandela.

Philip Kotler, "Basics Marketing"

Incwadi Kotler kaThixo "Principles of Marketing" - uhlobo lwe kunazo zenzululwazi. Okokuqala yapapashwa eRashiya ngowe-1990, yaba ukuvula amehlo ngokwenene abemi abaninzi elalisakuba yiSoviet Union. Le ncwadi kuxabiseke ngakumbi ngenxa nesenzeko ezintsonkothileyo zentlalo noqoqosho kubhaliwe kwathiwa lula kakhulu. umsebenzi lwezenzululwazi kwiwebhsayithi, esekelwe umfundi unsophisticated, okwesihlandlo sokuqala sijongene imfuneko kuphanda ingxaki. Ukuze siqonde intsingiselo sale ncwadi, ukuba kuyimfuneko ukukhumbula imeko yezopolitiko neyoqoqosho Russia ngaloo minyaka. Kokuwa olobusoshiyali "zasendle" capitalism, ukungabikho ngokupheleleyo nokuqonda ukuba siphile ngayo into omawuyenze. Kwafuneka ngokukhawuleza kangangoko kunokwenzeka ukuvala izikhewu yawning ulwazi kwezoqoqosho, ukuzama ukuqonda indlela yonxulumano yorhwebo-mali, ukuze baqonde iimpawu zemalike. Ngokusisiseko, yincwadi Kotler waqalisa ukuthandana abemi eyayisakuba yiSoviet kunye ingqiqo entsha ngokupheleleyo kuwo - theory sentengiso. Yintoni ephawulekayo into, Kotler filipp wabhala "Iziseko ..." lwakhe emva kokuba ipapashwe imisebenzi emininzi, bafunda imiba ethile umba. Yiloo nto ke Injongo umbhali ukuba iimeko, kwakubalulekile ukuba ulungise uze ungenise elinye yonke yonke kusengqiqweni ukuba unendawo yokwenza intengiso.

Incwadi "Principles of Marketing" liye wema ezininzi iimpapasho. Le isifundo enkulu zezoqoqosho elizayo, classic yokwenene uhlobo. Ukongezelela koko, kwafuneka ukuba bahlole nje kuphela abafundi, kodwa uluhlu olubanzi abafundi ngenxa yokuba imigaqo nemiqathango equlathwe kulo kuboniswa imizekelo isicelo wabo.

Books Filippa Kotlera

Kakade ke, "Iziseko Marketing" - ayikho umsebenzi kuphela Kotler. -Asethi umbhali weencwadi ezininzi, ngaphezu kwekhulu amanqaku amaphephancwadi edume zenzululwazi ekugqumeni zonke iinkcukacha zolawulo kunye nokuthengisa. Amagama imisebenzi ngokucacileyo: "abatyali Ukutsala: indlela lokumaketha nokufumana imithombo mali", "Ukuthengisa A ku Z:. 80 Concepts ukuba umphathi ngamnye kufuneka ukwazi ' imisebenzi efanayo umbhali eninzi. Le lokufaka nje kubo ibonisa ukuba igalelo ebalaseleyo eyenziwe yile umphengululi ehlabathini yenzululwazi.

imibuzo 300

Ngelishwa, eRashiya, ziye zaguqulelwa upapashwe, hayi yonke imisebenzi Kotler. Ukanti ezininzi ezishelfini of zezincwadi Russian. Ukongeza esiqhelekileyo "kwiZiseko ...", kukho iincwadi zilandelayo: Philip Kotler, "Management Marketing" (oku incwadi yokuqala lombhali); "300 Imibuzo zorhwebo eziphambili: Philip Kotler iimpendulo." Malunga incwadi entsha ulingana kukhankanywa okhethekileyo. "Imibuzo 300 engundoqo ..." - ukuba uhlobo quintessence onke amava amaninzi Kotler, kukho inzuzo enkulu kubafundi zamaziko emfundo ephakamileyo. Kodwa le nto ibhalwe abaphathi kunye lezentengiso, bempilo kunye neengcali, ootitshala nabaphathi. Le nto linikwa kwi ngohlobo imibuzo neempendulo, yaye sinika umfanekiso opheleleyo yonke into eza kunceda ukuphumeza ukusebenza liphezulu nempumelelo kwishishini ekhethiweyo.

isiphelo

Imisebenzi UNjingalwazi Filipa Kotlera ayiphelelanga iimfundiso zakhe yaye umsebenzi loncwadi. Maxa wambi wayebambe izikhundla ibalulekileyo izakheko yenzululwazi kunye namashishini American. Inikeza Kotler kwimibandela Consulting sentengiso wabhenela edume eengxilimbela kushishino American ezifana IBM kunye General Electric; Scientific yeBhunga laxhamla inani nezinye iinkampani, kakuhle eyaziwa ngaphandle elizweni. Kotler Kucetyiswa ke wayalela ukuba izakhiwo amandla States ezininzi kulawulo lwezibonelelo bolu kwilizwe labo. Philip Kotler umgama gabhu ehlabathini lonke, lwabasebenzi abangabahlohli nokuqhuba uthethwano. Hi ndlela leyi, ilixa umsebenzi wakhe, yena Uqikelela kwi $ 50,000.

Noko ke, Ungakhathali nje ishishini Kotler kaThixo. Isazinzulu uhamba kakhulu, onomdla kwizinto zobugcisa. Yena ufundisa abanye, kodwa ukufunda ngokwawo. inspirers Its ezizinzululwazi lo mntu kuthiwa buchopho ezifana ishishini njengoko Richard Branson kunye Stiv Dzhobs.

Kotler Filip lisaqhuba kwaye akayi umhlala phantsi. Simnqwenelela impilo entle kunye nempumelelo ezitsha zobuciko.