Kotler Philip (Philip Kotler): marketing, management

These surname and name - Kotler Philip - speak little about the general public. This is not a popular film actor, not a TV presenter, the details of his personal life is known to any gob at the entrance. Kotler Philippe is "just" an American scientist, one of thousands, and even millions, of scientists who are pining the scientific field. And yet it is worth it to be known not only by colleagues.

From biography

So what is he famous for, Kotler Philippe? The biography of this man, stated in official sources, is very laconic. The son of emigrants from Russia, was born in the United States in 1931, married, the father of three daughters. Well and still different details of career, a post, - in a word, the information interesting only to a small circle of people. But here is something that should interest the others: Philip Kotler rightfully considered the father-founder of modern marketing theory.

What is marketing and why is it important?

The concept of "marketing" is borrowed from the English lexicon (marketing - market trade). To date, there are many definitions and interpretations of this word. Here's how the term "marketing" is interpreted by Philip Kotler. He calls it a kind of human activity aimed at meeting needs and needs through exchange. That is, two grandmothers on the market, one of which sells dill, and the other buys it, also, in fact, are engaged in marketing. Grandmothers do not need to explain how important it is to buy and sell wisely. But, unfortunately, this obvious fact is not always understood by managers and managers, businessmen and civil servants.

Often, the activities of these people, instead of profit, bring their structures a solid loss. And the merit of Philip Kotler is precisely that he is trying to teach mankind to trade correctly. However, not only to trade. If we summarize everything that has been done by Kotler, this conclusion seems logical: he tries to teach people how to live.

Marketing in Russia and the World

Due to historical circumstances, marketing was not considered a science for a long time. Only in the 70's in the USSR was created the marketing sector (Chamber of Commerce and Industry). In Russia, the Marketing Association appeared in 1990.

But in the world this concept became known much earlier. In the US, the first marketing courses were read back in 1902 at the Michigan and Illinois universities, as well as at the University of Berkeley. True, all kinds of organizations related to marketing began to appear in the US, Western European countries and Japan, Canada and Australia much later - also in the 70's. This object was studied, it was studied, and yet the knowledge was rather loose and scattered, the terminology was vague. Systematize and summarize the information available, it was he who managed to create a single whole from fragments: Philip Kotler. "Fundamentals of Marketing", the most famous work of this author, has become a kind of Bible of many marketers.

Kotler and Science

Many experts are sure that without the work of this man there would be no marketing as a science in its modern sense. Since 1962 to this day, Kotler Philippe is a marketing professor, his permanent place of employment is the Graduate School of Management at the University of Illinois. But science Kotler began to engage long before, intensively increasing its potential in various fields. He was interested in economics and mathematics, he studied management, psychology, behaviorism (personality behavior). All this helped him then in his main work. Important knowledge, drawn from other sciences, Kotler managed to bring together and develop, bind into an independent concept of "marketing". Philip Kotler and is now the most recognized authority, a real "guru" in this matter.

Philip Kotler, "The Basics of Marketing"

Kotler's book "Fundamentals of Marketing" is a kind of scientific bestseller. First published in Russia in 1990, it became a real revelation for many citizens of the former Union. The edition is especially valuable because it is told about the complex socio-economic phenomena in it that is extremely accessible. Scientific work is released in the calculation of an inexperienced reader, first encountered with the need to study this problem. In order to assess the significance of this book, it is necessary to recall the political and economic situation in Russia of those years. The collapse of socialism, "wild" capitalism, a complete lack of understanding of how to live and what to do. It was necessary in the shortest time to fill the gaping gaps in economic knowledge, to try to understand the mechanism of commodity-money relations, to understand the features of the market. In fact, it was with Kotler's book that the acquaintance of former Soviet citizens began with a completely new concept - the theory of marketing. What is more remarkable, Kotler Philippe wrote his "Foundations ..." after he published a lot of work that explored the private sides of this issue. That is, the author's goal was to generalize, it was important for him to systematize and reduce everything that has the slightest relation to marketing into a single logical whole.

The book "Fundamentals of Marketing" has already held dozens of publications. This is an excellent textbook for future economists, a real classic of the genre. In addition, not only students but also a wide circle of readers managed to evaluate it, thanks to the fact that the theoretical positions presented in it are illustrated by examples of their practical application.

Books by Philip Kotler

Of course, the "Fundamentals of Marketing" is by no means the only work of Kotler. The author has a lot of books, more than a hundred articles written for the most famous scientific journals and covering all the subtleties of management and marketing. The names of the works say a lot: "Attracting investors: the marketing approach to finding sources of financing", "Marketing from A to Z: 80 concepts that every manager should know." The author has many similar works. Their mere enumeration points to the outstanding contribution that this scientist made to world science.

300 questions

Unfortunately, not all of Kotler's works were translated and published in Russia. And yet there are quite a few of them on the shelves of Russian bookshops. In addition to the already familiar "Principles ...", there are such books as: Philip Kotler, "Marketing Management" (this is the author's first book ); "300 key marketing issues: meets Philip Kotler." About the last book is worth saying. "300 key questions ..." is a kind of quintessence of all the vast experience of Kotler, a great guide for students of profile universities. But this thing is also addressed to managers and marketers, theorists and practitioners, teachers and managers. The material is presented in the form of questions and answers, and gives a complete picture of everything that will help to achieve the highest efficiency and success in the chosen case.

Conclusion

The activities of Professor Philip Kotler are far from being limited to his teaching and literary activities. At various times he occupied the most responsible posts in American scientific and business structures. Kotler's services in marketing consulting were resorted to by the most famous giants of the American industry, such as IBM and General Electric; The advice of the scientist was used by a number of other companies well known outside the country. Kotler advised and directed the power structures of many states with a view to the competent disposal of their country's resources. Philip Kotler traveled half the world, giving lectures and consulting. By the way, he estimates the hour of his work at $ 50,000.

However, not only business worries Kotler. The scientist travels a lot, is interested in art. He teaches others, but also learns himself. His ideological inspirations, this man called such business geniuses as Richard Branson and Steve Jobs.

Kotler Philip is still full of energy and is not going to rest. I want to wish him health and new creative achievements.