Kotler Philip (Philip Kotler): marketing, management

This surname and name - Kotler Philippe - say little to the general public. This is not a popular film artist, not a TV presenter, the details of his personal life which any gossip at the entrance knows. Kotler Philip is “only” an American scientist, one of the thousands, if not millions, who are hilling a scientific field. And yet he is worth it to be known not only to his colleagues.

From biography

So what is he famous for, Kotler Philippe? The biography of this man, set out in official sources, is very concise. The son of emigrants from Russia, was born in the USA in 1931, married, father of three daughters. Well, and also different career details, positions, in a word, information that is interesting only to a small circle of people. But here is what should interest the rest: Philip Kotler is rightly considered the founding father of the modern theory of marketing.

What is marketing and why is it important?

The concept of "marketing" is borrowed from the English vocabulary (marketing - market trading). To date, there are many definitions and interpretations of the word. This is how Philip Kotler interprets the term “marketing.” He calls it a form of human activity aimed at satisfying needs and requirements through exchange. That is, two grandmothers in the market, one of whom sells dill, and the second buys it, also, in fact, are engaged in marketing. Grandmothers just do not need to explain how important it is to buy and sell wisely. But, unfortunately, this obvious fact is not always recognized by managers and managers, businessmen and government officials.

Often, the activities of these individuals, instead of benefits, bring continuous damage to their structures. And the merit of Philip Kotler lies precisely in the fact that he is trying to teach humanity to trade correctly. However, not only trade. If we generalize everything that Kotler has done, such a conclusion would seem logical: he is trying to teach people how to live.

Marketing in Russia and the world

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

But in the world this concept became known much earlier. In the United States, the first marketing courses were taught back in 1902 at the Universities of Michigan and Illinois, as well as at the University of Berkeley. True, all kinds of organizations related to marketing began to appear in the United States, Western European countries and Japan, Canada and Australia much later - also in the 70s. They dealt with this subject, studied it, and yet the knowledge was rather loose and fragmented, the terminology was vague. It was he — Philip Kotler — who managed to systematize and generalize the available information, to create a single whole from the fragments. The Basics of Marketing, the most famous work of this author, has become a kind of Bible for many marketers.

Kotler and science

Many experts are sure that without the work of this person there would be no marketing as a science in its modern sense. From 1962 to the present, Kotler Phillip is a professor of marketing, and his permanent place of service is the Graduate School of Management at the University of Illinois. But Kotler began to study science long before that, intensely building up his potential in various fields. He was interested in issues of economics and mathematics, studied management, psychology, behaviorism (personality behavior). All this helped him later in his main work. Kotler managed to put together important knowledge, gleaned from other sciences, to unite and develop, to connect, into an independent concept of "marketing". Philip Kotler is now the most recognized authority, a real "guru" in this matter.

Philip Kotler, “Fundamentals of Marketing”

Kotler’s book “Fundamentals of Marketing” is a kind of scientific bestseller. First published in Russia in 1990, it has become a real revelation for many citizens of the former Union. The publication is especially valuable in that it describes extremely complex socio-economic phenomena in it. The scientific work is issued based on an inexperienced reader, the first time faced with the need to study this problem. To appreciate the significance of this book, it is necessary to recall the political and economic situation of Russia in those years. The collapse of socialism, "wild" capitalism, a complete misunderstanding of how to live and what to do. It was necessary to fill up the gaping gaps in economic knowledge as soon as possible, to try to understand the mechanism of commodity-money relations, to understand the features of the market. In fact, it was from Kotler’s book that the acquaintance of former Soviet citizens with a completely new concept began - the theory of marketing. What is still noteworthy, Kotler Philip wrote his “Foundations ...” after he published many works that examined the private aspects of this issue. That is, the author’s goal was to generalize, it was important for him to systematize and reduce into one logical whole everything that has at least the slightest relation to marketing.

The book "Fundamentals of Marketing" has survived dozens of editions. This is a great textbook for future economists, a true classic of the genre. In addition, it was managed not only by students, but also by an extensive readership due to the fact that the theoretical provisions presented in it are illustrated by examples of their practical application.

Philip Kotler Books

Of course, “Fundamentals of Marketing” is far from the only work of Kotler. The author has many books, more than a hundred articles written for the most famous scientific journals and covering all the subtleties of management and marketing. The titles of the works say a lot: "Attracting investors: a marketing approach to finding sources of financing", "Marketing from A to Z: 80 concepts that every manager should know." The author has a lot of similar works. Their mere enumeration testifies to the outstanding contribution that this scientist made to world science.

300 questions

Unfortunately, not all of Kotler’s works have been translated and published in Russia. Nevertheless, there are many of them on the shelves of Russian bookstores. In addition to the familiar “Fundamentals ...”, there are such books here: Philip Kotler, “Marketing Management” (this is the author’s first book ); “300 Key Marketing Issues: Philip Kotler Answers.” The last book is worth a special mention. “300 key questions ...” is a kind of quintessence of Kotler’s vast experience, an excellent guide for students of specialized universities. But this thing is also addressed to executives 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 business.

Conclusion

The activities of Professor Philip Kotler are far from limited to his teaching and literary activities. At various times, he held the most important posts in American scientific and business structures. Kotler used the most famous giants of the American industry, such as IBM and General Electric; A number of other companies well-known outside the country used the scientist's advice. Kotler advised and directed the power structures of many states in order to correctly manage the resources of their country. Philip Kotler traveled half the world, giving lectures and conducting consultations. By the way, he estimates the hour of his work at $ 50,000.

However, Kotler is not only concerned about business. The scientist travels a lot, is interested in art. He teaches others, but also learns himself. This person called such business geniuses as Richard Branson and Steve Jobs his ideological inspiration .

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