Philip Kotler Contribution to the development of marketing. Three best cube books. Biography Philip Cotler

Founder of modern marketing theory Philip Kotler appeared on May 27, 1931. The birthplace of the famous economist was Chicago. Coter was born in the family of emigrants from Russia and from Ukraine; They left the Russian empire after her collapse, completed by the October Revolution. Philip Kotler is married, he has three daughters.

Master of Economics Filip received in 1953 at the University of Chicago. Three years later, he became a doctor of science. For some time, Kotler led scientific activities in Harvard. He was interested in the problems of mathematics. In Chicago University, Kotler studied the foundations of behaviorism.

Philip Kotler: Career Scientist and Economist

In 1962, Kotler became a professor of international marketing. The place of his work is the highest school of management at the North-West University (Illinois).

Over the years of his life, the scientist became the chairman of the College of Marketing Institute of Management, headed the American Marketing Association, was part of the Board of Trustees of the Chicago Art School of Art.

Philip Kotler led active consulting activities. He was attracted to the cooperation of IBM, General Electric, AT & T, Bank of America and a number of others. The catcher is recognized as one of the leading consultants in the field of marketing strategy and marketing planning.

A world name scientist, Kotler managed to visit a number of Europe, South America and Asia. Here he was also engaged in consulting, helping governments to develop company resources and seek high competitiveness.

The author of the modern marketing theory

Coter is the author of solid labor in the economy. He wrote more than a hundred articles for scientific publications. The outstanding contribution of the scientist in the study of marketing is marked by a variety of premiums, ranks and awards. The main work of the Cabler "Basics of Marketing" was reissued at least nine times. This book is considered to be the "Bible" of marketing in many countries of the world. The main value of the composition of the economist is that he managed to be very simple and accessible to tell about complex things.

Peru Philip Cotler owns many books. And in each author sets out its understanding of marketing subtleties. The writings of a prominent economist have absorbed his huge research experience. Unfortunately, not all the Books of the Kotler are translated into Russian. With many of them, specialists are forced to get acquainted in the original language.

The main work of Cotler has been published in Russia in 1990. For most citizens of the country, which were brought up on textbooks on political economy of Marxism, this book became a revelation.

In 2014, Philip Kotler became an honorary doctor of the Russian University of Economics. Plekhanov.

There is such a children's game. If I say "tree", then I know that most likely I will hear "Birch" in response. I will say "color" - I will hear "black". I will say "River" - in response will be "Volga".

Ask any person related to marketing "Guru Marketing" - and you will hear "Philip Kotler".

American Philip Kotler, the most famous marketer, wrote almost 20 books, many of which have formed the basis of tens of tensions, and maybe hundreds of thousands of business people in the world.

I myself, of course, studied marketing on the book of Cabler "Basics of Marketing" (Thanks to the publishing house "Progress"). And he taught many on him (I taught several years at the Moscow Institute of Management).

I read almost all the books of Cotler. It is very difficult to choose the top three. MultyleginePizatansPoredens — for example, "Marketing of Nations" or "High Visibility: The Making and Marketing of Professionals Into Celebrities."

But if you are interested in marketing as an item, then learn best to the next three books. Let's like these - it will be possible to go to textbooks.

"10 mortal sins of marketing", F. Kotler

It was the first book of the Marketing Gurketing, in which he began to experimentwith formats ... A book written by large font for 500-10-200 pages came to the change of Talmudam for 500-1000 worst. And it's great: the book is interesting and useful, and at the same time very, very simple.

Here are some sins of marketing, according to the author: ... 2) misunderstanding of the target audience 3) a fuzzy understanding of the circle of competitors, their activities are monitored ... 5) The search for new opportunities 6) is poorly adjusted by the search for new features. Creation of brand and establishing communications 9) The company's activity in the field of marketing 10) is poorly organized. Insufficient use of modern technologies.

Of course, you are unlikely to commit all the 10 sins described by the cat (you probably make more!) - But why not see what mistakes make an advanced West?

"New Marketing Technologies", F. Kotler, F. Triad de without

Coter clearly picked up with this book (who reads his other books, he will understand) ... But it did it quite conscientiously - the product turned out very high quality. A simple and understandable language, drawings (and not the schemes), conclusions at the end of each chapter (closer, usually). Read more interesting - many examples.

The book is in principle that the traditional marketing slowly "leaves" and it's time to switch to something new, for example, on lateral marketing.

So, if you lack traditional marketing technologies, then you can safely read this book - or ask to make it your marketer.

If you do not think about anything new, then at least read a lot of examples about how it was managed by others. And copying good ideas, though old marketing technology, but works 100%.

"300 key marketing issues: corresponding to Philip Kotler"

I really like books that are built in the form of questions and answers.

You like the question, you read the answer to it, do not like - you skip. Conveniently! And read faster.

By the way. I received this book from the Olymp Business Publishing House as a gift for the best question by Kotler during his recent visit to Moscow. In total, the Guru was asked more than 100 questions. It is not clear why he collected questions from Russian marketers. Maybe I decided to write another book with the working title "Questions of Russian, Chinese, Indian and Brazilian marketers"? After all, according to Guru, these large countries did not give the world of significant brands (he writes about it in this book). And he, as a scientist, probably wondering why.

And I understand: we need to continue learning, learn and learn.

And the books of the cake in this beautiful assistants.

(And my question was like this: "Does the catcher know someone from Russian marketers?". Alas, Kotler said, I don't know the Russian language - and the Russian marketers are the same. And it's hardly a guru to learn Russian - so we need to write your good books. And work well).

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Introduction

In today's complex world, we all need to deal with marketing. Selling a car, looking for work, collecting funds for charitable needs or promoting the idea, we are engaged in marketing. We need to know what is the market who acts on it, as it functions, what is its requests.

We need to deal with marketing and in our role consumers, and in our role of citizens. Someone is constantly trying to sell us something, and we must be able to recognize the applied sales methods. Knowledge of marketing allows us to behave more reasonably as consumers, whether it is a purchase of toothpaste, frozen pizza, personal computer or a new car.

Marketing is one of the fundamental disciplines for professional market leaders, such as commercials, retail merchants, advertising workers, marketing researchers who manage new and brand goods, etc. They need to know how to describe the market and break it into segments; How to estimate the needs, requests and preferences of consumers within the target market; how to construct and test the goods with the consumer properties necessary for this market; As through the price to convey to the consumer the idea of \u200b\u200bvalue of goods; How to choose skillful intermediaries so that the goods turn out to be affordable and well represented; How to advertise the goods so that consumers knew him and wanted to buy. The professional market of the market should, no doubt, have an extensive set of knowledge and skills.

Wishing to learn marketing can find many books on this subject. But even the worst textbooks barely slide on the surface of this science, for every tool of marketing needs to know a huge mass of information. For the first time, the most common idea of \u200b\u200bits foundations is required for the first time, so as not to drown into a sea of \u200b\u200bconcrete details. It is from the position of this approach that the proposed book "Basics of Marketing is written. Short course. "

However, the book "The basics of marketing. A short course "should not be considered as just a common excursion. The topic is too exciting to limit it with a schematic representation. The book provides cases of practitioners illustrating the drama of modern marketing: the failure of the CE-ES cable television system; endless confrontation between Coke-Cola and Pepsi Cola; take off on the Miller Beer Market from the seventh to second place; The influence of Women's Communication Services of the company "Avon" on the purchase committed without leaving home; The long-term campaign of Kolumbia Records on the popularization of the Orchestra "Man Et Work"; The price of prices in the household computers market, etc. Each chapter begins with a description of a significant event in marketing. Examples from the real reality given in the course of each chapter are filled with dry information about marketing by the beat of life.

When working on a book, I was guided by several principles.

It should be interesting to read. It should be covered in it all the main points that need to know the market to the market, and the ordinary citizen. The narration should develop logically from the chapter. The presentation should be based on scientific research data, and not on rumors and speculation and be-oriented management. My goal is to prepare the reader to take more qualified marketing solutions.

Philip Kotler

Means to facilitate the assimilation of the material

The book uses many special techniques designed to facilitate students studying marketing. Here are the main.

Outline purposes. To prepare for the perception of the material, each chapter precedes the presentation of the goals set before it.

Primary screen saver. Each chapter begins with a brief story from the practice of marketing, leading to the main material.

Digital data, tables. The main provisions and principles about which are in question in the book are illustrated.

Box. Throughout the book, additional examples and other curious information are given in a special way.

Summary. Each chapter ends with a brief repetition of the basic provisions and principles outlined in it.

Issues for discussion. Each head is equipped with a selection of issues covering the entire volume of the material set forth in it.

Basic concepts. At the end of each chapter, the definitions of new concepts are given.

Applications. In two applications, "arithmetic marketing" and "career in the field of marketing", provides an additional material that is practical interest.

Chapter 1. Social Marketing Basics: Satisfying Human Needs

Goal

After reading this chapter, you must be able to:

1. To define marketing and tell about his role in the economy.

2. Compare five approaches to marketing management.

3. To tell what it is expected from the marketing system buyers, sellers and ordinary citizens.

4. Calculate how the organization's marketing is used.

Daily effects of marketing on consumers

Marketing affects the interests of each of us on any day of our life. We wake up when the Sirs Radioches are included on the song Barbra Streisand, followed by an advertising video of United Airlines Airlines on holiday in Hawaii. In the bathroom, we clean the teeth of the "Colgate" passenger, shaved the "Zhillett" razor, refreshing the mouth with an antiseptic "Liserin", spray the hair with lacquer "revalon" and use the many other toiletries and devices produced in different parts of the world. We put on Calvin Klein jeans and Bass shoes. In the kitchen, we drink a glass of orange juice "Minit-Maid", fade in a plate of crisp rice "Kellog" and pour it with Milk "Borden". After some time, we drink a cup of coffee "Maxwell House" with two teaspoons of Domino Sugar Sugar, at the same time chewing a bun "Sarah Lee". We buy oranges grown in California, coffee, imported from Brazil, a newspaper made from Canadian wood, and the news reach us on Radio AJ from a distant Australia. After analyzing the mail, we find the regular catalog of the Metropolitan Museum, a letter from the sales representative of the insurance company "Prudenshial" with a proposal of various services and coupons, allowing you to save money when buying our favorite vintage goods. We leave home and we go to the Northbrook Court shopping center with Neuman-Marcus department stores, Lord & Taylor, Sirs and hundreds of shops scored by goods from the floor to the ceiling. Then we are engaged in the Nautilus Physical Wellness Center, we cut in the "Vidal Sassun" salon and with the help of the Tomas Cook Travel Bureau, we are planning a trip to the Caribbean Sea.

All this became possible thanks to the marketing system, and with minimal efforts on our part. She provided us with a standard of living, about which our predecessors could only dream.

What is marketing

What is the concept of "marketing"? Most mistakenly identifies marketing and advertising.

And not surprising! After all, Americans are constantly repulsed by television commercials, newspaper ads, departures of direct postal advertising, visits of the community. Someone is trying to sell something all the time. It seems that we are not going anywhere from death, taxes and commerce.

Therefore, many are surprised, learning that the most important element of marketing is not at all. Sales is just the top of the marketing iceberg, one of the many of its functions, and often not the most significant. If the market leader worked well on such sections of marketing as the identification of consumer needs, the development of suitable goods and the establishment of an appropriate price, the establishment of the system of their distribution and efficient stimulation, such goods will certainly go easily.

Everyone knows about the so-called highly running goods, beyond which consumers hunt crowds. When the company "Eastman Kodak" created cameras of the type "Instamatic", the company "Atari" - the first video games, and the firm "Mazda" is a sports car "RH-7", they were littered with orders, because they were offered exactly the goods that were in That time is needed. Not goods-imiters, but products that are clearly different from already existing and offer to consumers new benefits.

One of the leading theorists on the management problems, Peter Drucker, talks about it like this: "The goal of marketing is to make efforts to sell unnecessary. His goal is to know so well and understand the client that the goods or service will accurately approach the latter and sell themselves. "

This does not mean that efforts on sales and its stimulation lose their meaning. It is more likely that they become part of a more large-scale "marketing complex", i.e., a set of marketing tools that need to harmoniously link to each other to achieve maximum impact on the market.

Here is our definition of marketing.

Marketing - A type of human activity aimed at meeting the needs and needs by exchange.

To explain this definition, consider the following concepts: needs, needs, inquiries, product, exchange, transaction and market.

Needs

The source idea underlying marketing is the idea of \u200b\u200bhuman needs. We define the need as follows.

Need - feeling a sense of a person's shortage of anything.

The needs of people are diverse and complex. Here and basic physiological needs in food, clothing, warmth and safety; and social needs in spiritual intimacy, influence and affection; And personal needs in knowledge and self-expression. These needs are not created by the efforts of Medison-Avenue, but are the initial components of human nature.

If the need is not satisfied, a man feels disadvantaged and unhappy. And the more such a need for him, the deeper it is experiencing. A dissatisfied person will make one of two: either engaged in search of an object capable of satisfying, or try to drown out.

Needs

The second source idea of \u200b\u200bmarketing is the idea of \u200b\u200bhuman needs.

Need - The need taken a specific form in accordance with the cultural level and individual of the individual.

Bali's inhabitant of Bali island requires mango fruits, a young piglery and beans. Having acted a resident of the United States - a bunch of chopped bifstex, roasted potato chips and a glass of Coca-Cola. Needs are expressed in objects capable of satisfying the need for the method that is inherent in the cultural estate of this society.

As the progressive development of society, the needs of its members are growing. People face an increasing number of objects that awaken their curiosity, interest and desire. Manufacturers for their part are taking focused actions to stimulate the desire to have goods. They are trying to form the connection between what they produce, and the needs of people. The goods are promoted as a means of satisfying one or a number of specific needs. The marketer does not create need, it already exists.

Sellers often confuse needs needs. The manufacturer of drilling crowns may assume that the consumer needs its crown, while in fact the consumer needs a well. With the appearance of another product that the well can be drilled better and cheaper, the client will have a new need (in the product-novelty), although the need remains the same (well).

Inquiries

The needs of people are practically limitless, but resources are limited to their satisfaction. So a person will choose the goods that will give him the greatest satisfaction within its financial capabilities.

Inquiry - This is a need supported by purchasing power.

It is not difficult to list the requests of a particular society at a specific point in time. In the late 1970s, 200 million Americans bought 67 billion eggs, 250 million chickens, 5 million hair dryers, paid 133 billion passenger-miles on the country's domestic airlines and over 20 million lectures of teachers of English and literature in colleges. These and other consumer goods and services spawned in turn requests by more than 150 million tons of steel, 4 billion tons of cotton and many other industrial goods. And these are only a few requests from the economy, estimated at 1.5 trillion dollars.

The society could plan production volumes for the next year, based on the set of requests from the previous one. This is how the production is planned in countries with centrally planned economies. However, requests - the indicator is not reliable enough. People annoy the things that are now in the go, and they are looking for diversion for diversity. The change of choice may also be the result of price changes or income level. K. Lancaster notes that the goods are, in fact, sets of properties, and people stop the choice on those products that provide them with obtaining a better set of benefits for their money. Thus, the Volkswagen car embodies the elementary means of transport, the low purchase price, fuel efficiency and the European move, and Cadillac is high comfort, luxury and prestige. The person chooses the goods, the set of properties of which provides him with the greatest satisfaction for this price, taking into account its specific needs and resources.

Products

Human needs, needs and requests suggest the idea of \u200b\u200bthe existence of goods for their satisfaction. We define the goods as follows.

Product - All that can satisfy the need or need and is offered to the market to attract attention, acquisition, use or consumption.

Suppose a woman is experiencing a need to look beautiful. All products that can satisfy this need, we call commodity assortment of choice. This range includes cosmetics, new clothes, spa tan, cosmetologist services, plastic surgery, etc. Not all of these goods are desired to the same extent. Most likely, the goods and services, more accessible and cheap, such as cosmetics, haircut clothing will be purchased.

Fig. 1.1. Three degrees of satisfaction needs

You can depict a specific product and a specific human need in the form of circles, and the body's ability to meet this need to be submitted in the form of the degree of their alignment. In fig. 1 shows that the goods AND Does not satisfy the need X., product B. satisfies it partially, and the goods IN - Fully. In this case, the goods IN will be called " perfect product».

The more fully consistent with the consumer desires, the greater the success of the manufacturer. Suppose the manufacturer of ice cream asks his consumer, which degree of fatness and sweetness Ice cream like it. Suppose also that the answer is presented in Fig. 1.2 point marked "Ideal". After that, the consumer is asked to try three competing ice cream varieties and give the degree of their fat and sweetness. The corresponding places of each variety are also represented by points in Fig. 1.2. Variety B. More than others, combines the ideal levels of the desired properties. If the manufacturer suggests ice cream, consumer ideal closer than the grade B.The novelty should go to the market better than this variety in comparability of their prices, the degree of availability and other conditions.

Moral is that manufacturers should find consumers with which they want to sell, find out their needs, and then create goods, as fully satisfying these needs.

The concept of "goods" is not limited to physical objects. The goods can be called everything that is able to provide a service, i.e. satisfy the need. In addition to products and services, it may be personality, places, organizations, activities and ideas. The consumer decides which entertainment transmission to watch on television where to go on vacation, what organizations to assist, what ideas to support. And if the use of the term "goods" sometimes seems unnatural, it can be replaced by others - " satisfactory need», « reimbursement" or " sentence" All these words have a certain value value for different persons.

Fig. 1.2. Comparison of ice cream varieties in fatty and sweetness

Exchange

Marketing takes place in cases where people decide to satisfy their needs and queries by exchanging.

Exchange - Act of obtaining from someone desired object with a proposal of something instead.

Exchange is one of four ways through which individuals can get the desired object. For example, a hungry person could get food in the following ways: to provide himself with food itself with the help of hunting, fishing or fertilization ( self-sustaining), someone has to steal food ( singing), score it ( becoming) And finally, to propose for the provision of food to me any reimbursement, say, money, another product or some kind of service ( exchange).

From these four ways to meet the need for the greatest advantages has the exchange. Under it, people do not have to encroach on the rights of others, it does not have to depend on someone's charity. It is not necessary for them and independently any subject of necessity, regardless of whether they can do it or not. It is possible to focus on creating things whose production they have mastered well, and then change them on the necessary items made by others. As a result, the cumulative production of goods in society increases.

Exchange is the basic concept of marketing as a scientific discipline. To make a voluntary exchange requires compliance with five conditions.

1. Parties should be at least two.

2. Each party should have something that could provide value for the other side.

3. Each party must be able to communicate and deliver its product.

4. Each party must be completely free in the adoption or rejection of the proposal of the other party.

5. Each party must be confident in feasibility or desirability to deal with the other side.

These five conditions create only the potential exchange opportunity. But whether it will be held, depends on the agreement between the parties on its terms. If the agreement is achieved, it can be concluded that, as a result of the exchange, all its participants benefit (or at least not damage), since each of them was waven or reject, or to accept the proposal.

Deal

If the exchange is the basic concept of marketing as a scientific discipline, then the main unit of measurement in the marketing field is the transaction.

Deal - Commercial exchange of values \u200b\u200bbetween the two sides.

For this you need to face AND Transmitted to the side B. an object X. and received from her instead the object W. . Say, Jones gives Smith $ 400 and gets TV. This is classic monetary dealAlthough the presence of money as commercially exchanged values \u200b\u200bis not at all necessary. For barter deal In exchange for TV Jones will give Smith a fridge. Instead of goods during a barter transaction, services can exchange services, for example, when a lawyer Jones makes the wills of the Smith doctor in exchange for a medical examination (insertion 1.1).

The transaction implies the presence of several conditions: at least two valuely significant objects, coordinated conditions for its implementation, the agreed time of the commission, the agreed venue. As a rule, the terms of the transaction are supported and protected by law.

The transaction should be distinguished from a simple transfer. When passing a party AND gives the side B. an object X., Nothing at the same time in return. Transmissions relate to gifts, subsidies, charitable shares, as well as one of the forms of exchange. After all, the transmitting gift is counting on a particular benefit, such as a good location to himself, getting rid of the feeling of guilt or desire to put the other side to the position obligated. Professional donation collectors in various types of funds are keenly feel the motives of "reciprocity" underlying the behavior of sacrifices, and seek to ensure the benefits that are looking for themselves. If the sacrifices are simply forgotten or not to show their appreciation, the fund will soon lose their support. As a result, professional market figures have recently become expandingly to interpret the concept of marketing, including in its sphere not only a study of behavior during transactions, but also studying behavior during the program.

Box 1.1. Back to Barter
Due to the high prices today, thousands of people in the United States are returned to primitively simple Barther's practice. Many find that you can make a commercial exchange of your products or services to the goods you need or other services. Lawyers, doctors and accountants are exchanged by services, and some clever adherents of exchange trafficking manage to stand up, take things into dry cleaning, treat their teeth and use other services, without paying cash. The ranks of the members of the ever-growing number of natural exchange clubs are replenished with many future practices of commodity transactions.

A number of large firms also resort to barter trading. A few years ago, the company "Xerox" proposed to exchange 200 of his desktop copiers worth about 800 thousand dollars on the goods they need, such as forklift trucks and air tickets for their employees who are commaed for service affairs. And there is nothing surprising in the fact that specialized barter companies have already appeared, helping individuals and firms to make trade operations. One of these companies "Barter System, Inc." From Oklahoma City - has 62 commodity exchange centers in different parts of the United States. In one of the letters sent by a specially selected group of the company's 25-thousand contingent of the Company's clients, there was such an appeal: "Requires a batch of milk and cornflakes with a total cost of $ 300 thousand in exchange for an equivalent cost aircraft." To search for customers who want to make a commodity transaction, such barter organizations use computers, and for future transactions, as in monetary operations, loans provide loans. They usually pay a salary to their employees, however, with the consent of workers, they prefer to pay long-term use and services with them.

When transferring the market, the market leader seeks to cause a response to a particular offer. This reaction is not equivalent to the "purchase" or "commercial exchange". The political candidate wants to receive voter votes, the church wants to achieve the growth of the number of parishioners, a group of public actions is what is called "perception of idea." Marketing is composed of actions taken to achieve in any form of the desired response of the target audience with respect to any object, services or ideas.

The new book of World-famous Marketing 3.0 Marketing Gurketing for many will be revelation and only for the most sophisticated marketing will be a confirmation of what they themselves intuitively guess. In developed countries today (and in developing - very soon), only the company will be able to rely on the victory over competitors, which will win and starts to apply in marketing 3.0. Speaking briefly, it is a way of the subtlest, sophisticated effect on the consumer, in which not only mind and emotions are affected, but also the soul of man. Take advantage of them, and soon all buyers and customers of your competitors will move to you.

The huge advantage of Marketing 3.0 before the two previous versions also in the fact that with its help any company will be able to connect to solving global humanity problems (poverty, environmental pollution, social injustice, deaths) with commercial benefits for themselves! Create good - and earn on it.

For whom this book

Marketers, managers of various levels, teachers and students.

Philip Kotler, Professor of International Marketing Higher School of Management. J. L. Kelloga North-West University. One of the world's leading marketing authorities. His works were determined and directed to the development of marketing worldwide over the past forty years. Awarded numerous awards and honorary titles of educational institutions of the whole world. Philip Kotler is widely known in the world, his books are translated into twenty-five languages, and he himself regularly performs lectures in many countries.

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People about books

On the store shelf with this book, the other belongs to the other similar name, issued by the staff of a certain consulting company and the entirely dedicated to the optimization of sites from the point of view of the user interface and their indexation by search engines. Surely the new labor of the Cabler with comrades, equipped with such a broadcast title, is dedicated to some technical aspects of the practice of creating and promoting websites?

The scope of the book is already a small in size, but emotional, energetic and informative preface of the Indonesian President Yudyono, by the way, by the author more than 20 books and an outstanding personality. The preface is clearly and without obsteaders, it claims that we have ambitious and quite scientific work on a meeting of global challenges.

15 years ago I talked with a colleague - Japanese (at that time I was an employee of the Japanese trading house) about what kind of difficulty is the main ones when launching a new business. The colleague characteristic of the Japanese conciseness summed up the circumstances as follows: a loan to take inexpensively and simple, other technical difficulties are also overcome. The question is always in the idea of \u200b\u200bbusiness.

Japan is a developed and advanced country, albeit that experiencing stagnation. Looking around on the sides, we can find that our entire planet has acquired some features that have previously identified with Japan. The model of the rampant expansion denotes the boundaries of its applicability. Natural resources, thank God, not yet on the outcome, but the limits are visible here. The lack of production facilities is forgotten decades ago. What can be the engine of development?

In general, the book answers the question of what should be the parameters of a viable business idea in our days. It is logical and fascinating the book demonstrates, like a disassembled matrychka, as a change in economic activity mechanisms causes a shift in cultural consideration. I do not share the enthusias of the authors about the growing influence of the nasty creative class, they seem to me somewhat premature, but to argue that in our era it is easier to express themselves than ever and with what such self-expression is becoming increasingly in demand; .

The idea of \u200b\u200bthe book can be compared with the spiritual practice of business. Indeed, the big information transparency and the inexpensive resources require an integrated awareness of business interchanger and how to manage them. Some time ago, branding or, for example, segmentation, were a step forward, now it is clear that all the shang step. The chance of success remains only in complex prepared, motivated and adequately equipped.

The chapter dedicated to relations with shareholders seems to explain the "Paradox of Damodaran" - this classic of business assessments noted that in assessing the value of the company, it is assumed to rely on the rationality of the investment market, then disregard it.

Since the assessment is made on the basis of the forecast of financial flows, the optimistic of the forecast is a half-empty or half a complete glass - directly related to how the investor shares the values \u200b\u200bof the company. This faith is the result of the company's work.

The book draws attention to the fact that the market is a more motley and more diverse phenomenon, rather than a mature market in the USA and the peripheral mature EEC market, as it was possible to conclude from earlier marketing work. The authors pay attention to the transformation of the pyramid structure of the market of developing countries in Rhombic, summing in some way the processes of globalization and commodity commodatization.

The book or her Russian translation is not free from shortcomings, for example, when describing a joint venture in Bangladesh on page 189, it is indicated that "... the mission was very simple: to save the world with the help of yogurt packaging." On page 205, it is argued that "at the end of the 1800s ... a biological weapon has entered the military fashion ...".

The book is conceptual in essence, so some lack of practicality and applicability to everyday tasks cannot be attributed to disadvantages.

Summarizing, we can say that we are expanding the consciousness of work. Must Have for everyone who applies to the possession of fundamental knowledge in business ...

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Philip Kotler

Basics of Marketing

* * *

Introduction

When working on a book, I was guided by several principles. It should be interesting to read. It should be covered in it all the main points that need to know the market to the market, and the ordinary citizen. The narration should develop logically from the chapter. The presentation should be based on scientific research data, and not on rumors and speculation and be-oriented management. My goal is to prepare the reader to take more qualified marketing solutions.