Kotler Filipp (Piripi Kotler): marketing, whakahaere

Enei ingoa tuatahi me te whakamutunga - Kotler Filipp - tino torutoru e korero e pā ana ki te iwi whānui. e kore te mea he whetu kiriata rongonui, kahore kaipāho, taipitopito o te ora whaiaro e matau tetahi tangata kawekawe korero i te tomokanga tenei. Kotler Filipp - ko "noa" he aivanaa American, tetahi o nga mano, ara mirioni ranei, koane pūtaiao Spud. Otiia te reira utu ki reira mohio hoa e kore anake e pā ana ki reira.

i te haurongo

Na te mea ko ia rongonui, Kotler Filipp? Ko te haurongo o tenei tangata, whakaturia atu i roto i nga puna e pā ana, rawa poto. Ko te tama a manene i Russia i whanau, i roto i te Hononga o Amerika i roto i 1931, marena, papa o toru nga tamahine. Well, he rerekē ngā kōrero mahi, tūranga - i roto i te kupu atu, ngā mōhiohio, ngā ki te porohita iti o te iwi anake. Otiia i konei te aha e anaanatae ia vetahi ê: tika whakaaro Filipa Kotlera te papa taketake o te ariā hokohoko hou.

He aha te mea hokohoko , me te aha e mea faufaa?

Ko te ariā o "marketing" te tono i te rārangi kupu Ingarihi (hokohoko - mākete hokohoko). Ki te rā, i reira e maha whakamāramatanga me te kaiwhakaatu o te kupu. Here te pehea, ki te whakamāori i te wā "marketing" Piripi Kotler. karanga ia te reira i te ahua o te mahi a te tangata whakahaua i hiahia fakafiemālie, me te hiahia i roto i te utu. Ko, e rua mama ruau i roto i te mākete, tetahi o e hokona fennel, me te tahi atu hokona reira, rawa, i roto i te meka, whai wāhi i roto i te hokohoko. e kore e tika hiahia Grandparents ki te whakamārama pēhea te nui, ko te reira ki te hoko me te hoko i te whakaaro nui. Ko, kāore, e kore he mōhio o te whakahaere, me ngā kaiwhakahaere, kaipakihi me pononga ture tonu tenei meka kitea.

E mea pinepine, te mahi o enei mau taata hei utu o mau mai i nga painga o tonu te parekura hanganga. Na Filipa Kotlera kaiaka takoto ïa i roto i te meka e te tamata nei ia ki te whakaako te taata ki te hokohoko tika. Heoi, e kore anake ki te hokohoko. Hei huihuia ake katoa kua e kua meatia Kotler, ka titiro tūturu me tenei mutunga: kei te ngana ia ki te whakaako iwi pehea ki te ora.

Marketing i roto i Russia, a ki waho

Nā ki tūkunga hītori o te hokohoko mo te wa roa e kore i whakaaro ai i roto i to tatou pūtaiao. Anake i roto i te 70 i roto i te Soviet Union i hanga ai e te rängai hokohoko (Chamber of Commerce). puta te Russian Marketing Association i te tau 1990.

Otiia i roto i te ao o tenei ariā ka nui mua mohiotia. I roto i te US, i te pānui i te akoranga hokohoko tuatahi hoki i roto i 1902 i roto i Michigan me te University o Illinois me te Whare Wānanga o Berkeley. Heoi, ngā whakahaere e pā ana ki hokohoko, ka anga ki te puta i roto i te United States, whenua Pākehā Western ko Japan, Canada me Ahitereiria i nui atu i muri mai - ano hoki i roto i te 70. Tenei kaupapa whai wāhi, ako reira, a heoi ko rawa wewete me kupu rerekē te matauranga - nuinga ki. A faanaho ka whakarāpopoto i te kōrero e wātea ana, ki te hanga i te katoa pipiri i kongakonga whakahaere ia i te reira - Piripi Kotler. "Ngaahi Tefito'i Mo'oni o Marketing", te mahi tino rongonui o tenei kaituhi, ka he ahua o te paipera o marketers maha.

Kotler me Pūtaiao

He maha ngā tohunga e whakapono e kore waho te mahi o tenei tangata e kua, me hokohoko rite te pūtaiao i roto i tona tikanga hou. Mai i 1962 ki te ra hakari Kotler Filipp - marketing ahorangi, tona wahi invariable o mahi - Graduate School o Whakahaere i te Whare Wānanga o Illinois. Otiia tīmata pūtaiao Kotler roa i mua i kaha te whakanui ake tona pūmanawa i roto i ngā mara. I hiahia i roto i te ohaoha me te pāngarau ia, ako ia te whakahaere, hinengaro, wāhitau kē (whanonga takitahi). Katoa o tenei i tauturu ia i muri i roto i tona mahi matua. mōhiotanga nui riro i te tahi atu mau ihi, i taea ki te wahia tahi, ka whakawhanake, ki te here ki te ariā motuhake o "marketing" Kotler. Piripi Kotler me ko inaianei te mana tino mohio, i roto i tenei "Guru" i roto i tenei mea.

Piripi Kotler, "Basics Marketing"

a Kotler pukapuka "Ngaahi Tefito'i Mo'oni o Marketing" - he ahua o te bestseller pūtaiao. whakaputaina Tuatahi i roto i Russia i 1990, ko reira he tino kanohi-kaiwahi i mo te maha tangata o te mua Soviet Union. Ko rawa tino te whakaputanga no o te ari ā-ōhanga matatini te korerotia reira tino wātea. Kei te tukua te mahi pūtaiao, e hāngai ana i runga i te kaipānui mātanga, mo te wa tuatahi i haukotia ki te hiahia ki te tūhura i te raruraru. Hei mauruuru i te auraa o tenei pukapuka, ko reira e tika ana ki te haamana'o i te āhuatanga tōrangapū, me te ōhanga o te Russia i aua tau. Ko te tiango o te hapori, "mohoao" te moni, oti kore o māramatanga o te āhua o ki te ora me te aha ki te mahi. I takoto te tikanga rite wawe tonu ki te whakaki i te āputa puare noa i roto i te matauranga ōhanga, ki te tamata i te ite i te huarahi o whanaunga koloa-moni, ki te matau i te ngā āhuatanga o te mākete. Hono mo'oní, ko reira he pukapuka timata Kotler teiti tangata Soviet mua ki te ariā tino hou mo ratou - hokohoko ariā. He aha te faahiahia, i tuhituhi Kotler Filipp tona "Tumu o ..." i muri i te whakaputaina maha mahi, ako nga āhuatanga ngā o te take. Ko te whāinga o te kaituhi ko ki ahuwhānui, ko reira nui ki te whakarite me te kawe ki tetahi mea katoa katoa arorau e kua tetahi ki te mahi ki te hokohoko.

Ko te pukapuka "Ngaahi Tefito'i Mo'oni o Marketing" Kua tu pinepine o pukapuka. Ko he akoranga nui mō economists heke mai, he aronui tūturu o te momo tenei. I tua atu, i reira ki te arotake i te ngā ākonga e kore anake, engari ano hoki i te whānuitanga o ngā kaipānui ngā tika ki te meka e kua faahoho'ahia te mau parau tumu ariā i roto i reira i te mau hi'oraa o to ratou tono i ngā.

Pukapuka Filippa Kotlera

O te akoranga, "Tumu o Marketing" - e kore e he anake te mahi o Kotler. Ko te rawa o te kaituhi o ngā pukapuka maha, neke atu i te rau tuhinga mo nga hautaka pūtaiao tino rongonui, me te hipoki i nga kōrero katoa o te whakahaere, me te hokohoko. Ko te ingoa o te mahi korero pukapuka: "pūtea ongaonga: he huarahi hokohoko ki te kimi puna o pūtea", "Marketing A ki te Z:. 80 Concepts e hiahia katoa kaiwhakahaere ki te mohio" mahi rite ana i te kaituhi te rota. Ko te tatauria noa o ratou tohu e te takoha tino hanga e tenei mataotao i roto i te ao o te pūtaiao.

300 pātai

Kia aroha mai, i roto i Russia, kua whakamaoritia, ka whakaputaina, e kore nga mahi katoa o Kotler. Na ano te rota o ratou i runga i nga whata o bookstores Russian. I tua atu ki te maheni "Foundations ...", i reira ko nga pukapuka e whai ake nei: a Piripi Kotler, "Whakahaere Marketing" (ko tenei te pukapuka tuatahi o te kaituhi); "300 pātai hokohoko matua: whakautu a Piripi Kotler." Mō te pukapuka hou he utu he e whakahuatia motuhake. "300 pātai matua ..." - he ahua o quintessence o te wheako nui katoa Kotler, he painga nui mō ngā ākonga o teitei pūtahi mātauranga. Ko tenei mea te tuhituhi mō kaiwhakahaere me marketers, pūkenga me ngā, ngā kaiako me ngā kaiwhakahaere. aroaro te rauemi i roto i te puka o ngā pātai me ngā whakautu, ka homai he pikitia tino o te mea katoa e, e tauturu i ki te whakatutuki i te tōtika teitei me te angitu i roto i te mahi whiriwhiri.

mutunga

e kore te Ngohe Ahorangi Filipa Kotlera whāiti ki tona whakaako me te mahi tuhituhi. I ngā wā pupuri ia te tūranga tino nui i roto i te American hanganga pūtaiao, me te pakihi. tuku te reira i Kotler i mea o te hokohoko haapa'o haere ki te rongonui tino o roroa ahumahi American pērā i IBM me General Electric; Scientific Kaunihera o te maha o te tahi atu kamupene, pai-mohiotia waho te whenua oaoa. tohutohu Kotler a whakahaua nga hanganga mana o maha States ki te whakahaere rauemi mātau o ratou whenua. Kua haere a Piripi Kotler waenganui huri noa te ao, te tai'oraa, me te whakahaere kōrero. E te ara, te haora o tana mahi, tata ia i $ 50,000.

Heoi, tiaki kore te mahi tika a Kotler. He kaipūtaiao haere te rota, hiahia i roto i te toi. haapii ia etahi, engari ako ano. ka karanga ona inspirers wä o tenei tangata geniuses taua mahi rite Richard Branson me Stiv Dzhobs.

Kei te haere tonu Kotler Piripi kaha, me te kore e haere ki te mutu. hiahia tatou ia hauora pai me whakatutukitanga auaha hou.