Kotler F. Fundamentals of Marketing pdf. Marketing Basics - Philip Kotler. Means to facilitate the assimilation of the material

There is hardly a person today who has done more than ( Philip kotler). Perhaps it will not be an exaggeration to say that without F. Kotler there was no marketing either. It was he who first spoke of marketing as a separate science. It was he who systematized and generalized the disparate marketing knowledge, techniques and principles developed in the framework of other sciences. There is currently no greater authority on marketing theory than Kotler. And his "Fundamentals of Marketing" has withstood a dozen reprints and has long become the reference book of any marketer.

The main scientific achievements of F. Kotler

As already mentioned, the main merit of Kotler is that he was the first to collect scattered knowledge about marketing from many other sciences (management, psychology, etc.) into a single system. Today he is rightfully considered the "father" of marketing; human, who singled out marketing as a separate independent science.

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Philip Kotel is the founder of Science Marketing.

F. Kotler has written many books on management and marketing, as well as over 100 scientific articles for leading world magazines.

His most famous work in Russia is the book “ Marketing Basics "(" Principles of Marketing ") has gone through about a dozen reprints and has become a marketing classic.

Among other important works of Professor Kotler, it is worth noting the textbook “ Marketing manager t "(" Marketing Management "), which is also very popular all over the world.

Philip's contribution to the development of marketing is, in fact, very large. In addition to being the founder of modern marketing, he has developed such marketing concepts as mega-marketing, de-marketing, synchromarketing, turbomarketing and others.

Biography of Philip Kotler

(Philip Kotler) was born on May 27, 1931 in the USA, in the city of Chicago. Philip's parents lived in the Russian Empire until 1917, and after the Bolshevik revolution they emigrated to America.

Having entered the University of Chicago, in 1953 F. Kotler graduated from it with a master's degree in economics. And in 1956 he received his Ph.D. from the famous MIT (Massachusetts Institute of Technology). Further, Kotler continues his scientific research, studying mathematics at Harvard and the theory of personality behavior (in the field of behaviorism) at the University of Chicago.

From 1962 to the present day, Kotler is professor of international marketing.

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Philip Kotler signs his book "Marketing 3.0" at HSM Expo 2010.

In 1967 his first book, Marketing Management, was published.

Having become famous in the world of economics, F. Kotler begins to advise many successful and large companies such as General Electric, Samsung, IBM, Coca-Cola and others.

Kotler travels a lot. He visited countries in Europe, Asia and South America. In 1998, Kotler paid a visit to Russia.

Currently F. Kotler, along with his teaching and writing activities, works in the company " Kotler Marketing Group »(KMG) - an international marketing consulting company.

book " Marketing Basics"F. Kotler is often called the" Bible "of marketing;
Kotler considers Virgin CEO to be his inspirations Richard Branson and for many years leading Apple Steve Jobs;
Kotler estimates his hour of work at $50 000 .

useful links

Philip Kotler's official website - http://www.pkotler.org/
The official website of the company "Kotler Marketing Group" - http://www.kotlermarketing.com/

Galyautdinov R.R.

This name and surname - Philip Kotler - say little to the general public. This is not a popular film actor, not a TV presenter, the details of whose personal life any gossip at the entrance knows. Philip Kotler is "just" an American scientist, one of thousands, if not millions, who huddle the scientific field. And yet it is worth it to be known not only by colleagues.

From biography

So what is he famous for, Philip Kotler? The biography of this man, set out in official sources, is very laconic. Son of immigrants from Russia, born in the USA in 1931, married, father of three daughters. Well, and also various details of a career, position - in a word, information that is interesting only to a small circle of people. But here's what should interest the rest: Philip Kotler is rightfully considered the founding father of modern marketing theory.

and why is it important?

The concept of "marketing" is borrowed from the English lexicon (marketing - market trade). Today there are many definitions and interpretations of this word. This is how Philip Kotler interprets the term “marketing”. He calls it a type of human activity aimed at meeting needs and wants through exchange. That is, two grandmothers in the market, one of whom sells dill, and the other buys it, are also, in fact, engaged in marketing. Grandmothers just don't need to be told how important it is to buy and sell wisely. But, unfortunately, this obvious fact is not always realized by leaders and managers, businessmen and government officials.

Often, the activities of these persons, instead of gaining benefits, bring continuous losses 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 was done by Kotler, the following conclusion will 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 a science in our country for a long time. Only in the 70s was the chamber sector created in the USSR). The Marketing Association appeared in Russia in 1990.

But in the world this concept became known much earlier. In the United States, the first courses in marketing 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 USA, Western European countries and Japan, Canada and Australia much later - also in the 70s. This subject was studied, studied, 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 scraps. Marketing Fundamentals, the author's best-known work, 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 day, Philippe Kotler is a professor of marketing, his permanent duty station at the Graduate School of Management at the University of Illinois. But Kotler began to study science long before, intensively increasing his potential in various fields. He was interested in issues of economics and mathematics, studied management, psychology, behaviorism (personality behavior). All this helped him then in his main work. Important knowledge, gleaned from other sciences, Kotler managed to bring together and develop, link into an independent concept of "marketing". Philip Kotler is still the most recognized authority, the real "guru" in this matter.

Philip Kotler, Marketing Fundamentals

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 Soviet Union. The publication is especially valuable because it tells about complex socio-economic phenomena in an extremely accessible way. The scientific work was published with the expectation of an inexperienced reader who for the first time faced the need to study this problem. To appreciate the significance of this book, it is necessary to recall the political and economic situation in Russia in 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 possible time to fill the gaping gaps in economic knowledge, to try to understand the mechanism of commodity-money relations, to understand the peculiarities of the market. In fact, it was with Kotler's book that the acquaintance of former Soviet citizens with a completely new concept for them - the theory of marketing - began. What is also noteworthy, Philip Kotler wrote his "Foundations ..." after he published many works that investigated the particular aspects of this issue. That is, the author's goal was to generalize, it was important for him to systematize and bring into one logical whole everything that has even the slightest relation to marketing.

The book "Fundamentals of Marketing" has already gone through dozens of editions. This is an excellent textbook for future economists, a true classic of the genre. In addition, it was appreciated not only by students, but also by a wide circle of readers due to the fact that the theoretical provisions set forth in it are illustrated with examples of their practical application.

Philip Kotler's books

Of course, Fundamentals of Marketing is far from Kotler's only work. The author has many books, more than a hundred articles written for the most famous scientific journals and covering all the intricacies of management and marketing. The titles of the works say a lot: “Attracting Investors: A Marketing Approach to Finding Funding Sources”, “Marketing from A to Z: 80 Concepts Every Manager Should Know”. The author has a lot of similar works. Their listing alone 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. And yet there are quite a few of them on the shelves of Russian bookstores. In addition to the already familiar "Fundamentals ...", there are such books: Philip Kotler, "Marketing Management" (this is the author); "300 Key Marketing Questions: Philip Kotler Answers." The last book deserves 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 responsible positions in American scientific and business structures. The most famous giants of the American industry, such as IBM, resorted to Kotler's services in marketing consulting, and 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 competently manage the resources of their country. Philip Kotler has traveled half the world giving lectures and consulting. By the way, he estimates his hour of work at $ 50,000.

However, it is not only business that worries Kotler. The scientist travels a lot, is interested in art. He teaches others, but also learns himself. This man called his ideological inspirers such business geniuses as

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

This book will introduce you to the basics of marketing in a popular, fun and accessible way. The book surprisingly successfully combines theoretical information, examples of their practical application in real life and special methodological techniques that facilitate the assimilation of the material. The latter feature makes this book useful not only for students, but also for teachers.

Introductory article

Is that irony? Not at all. In this case, the author's incompetence: marketing has been known for a long time. Remarkable readers may recall that back in 1974, the Progress publishing house published a large translated collection of Marketing, which was followed by books by Soviet and foreign authors devoted to this topic. Of course, the author knows that both books were published and they had readers. But instead of explanations, I would like to “push” two names that are separated by six years: “In the web of marketing” (1982) and “Formula for success: marketing” (1988). It is unlikely that comments are needed here. And maybe now the literal meaning of the title of this introductory article will become clear.

We really have to rediscover the content of a seemingly familiar concept for a long time, especially a concept that has recently become extremely popular. This popularity is confirmed not only by the public complaints of business leaders about the lack of knowledge in the field of marketing, but also by the emergence of numerous courses, schools, seminars offering to teach the basics of marketing activities to those wishing in a short time.

Presumably, the growing interest in marketing is also manifested abroad, despite the fact that this theory goes back more than one decade, that there is a rich literature on this problem, special periodicals are published, and many professional associations operate. This conclusion is prompted by the very fact of the appearance of the book "Fundamentals of Marketing", with the translation of which the publishing house "Progress" acquaints the Soviet reader.

Its author is Philip Kotler, professor of marketing at Northwestern University in the USA, one of the active members of the American Marketing Association. He penned numerous articles in leading American journals covering the problems of this activity, a number of monographs. F. Kotler's new work is an attempt to tell about a complex socio-economic phenomenon in a very simple way, counting on the reader who is just starting to study this topic. The author set the task to streamline, systematize, build in a logical sequence all basic information concerning all, without exception, parties to marketing activities.

F. Kotler's appeal to writing such a book not before, but after the fact that he released many works devoted to a thorough study of certain aspects of marketing can be regarded only as a response to certain demands of business life, as a response to the lack of a holistic understanding of the phenomenon in the business environment. And if the principles of marketing need detailed explanation where they are widely used in practice, is it necessary to talk about how important the publication of the book "Fundamentals of Marketing" in our country is when we are trying to fill in the gaps in the understanding of the mechanism of commodity-money relations in a short time , features of the market economy.

Not much time has passed since April 1985, but perestroika thinking is perhaps the most noticeable change in our social life. Our ideas, our opinions, our requirements, not only from year to year, but day by day, are becoming more realistic, wider, more liberated. The changes taking place in consciousness, of course, cannot be considered an accomplished deed. The formation of new thinking is not easy, and numerous discussions sometimes resemble heated battles, where the habitual intolerance of a different opinion cannot be avoided. And yet, how different we are today from ourselves yesterday.

And how quickly our everyday vocabulary is changing! Just a few years ago, many concepts that we now freely operate on had a not entirely clear meaning for us, but unambiguous labels “not ours”. The situation is transformed on the eyes. Let's take the economy, for example. To formal and timid, half-hearted self-financing are added and make their way in the public consciousness and in reality, its essential components - self-sufficiency, self-financing, economic independence. The terms that have been dragging out a semi-legal existence for a long time return to our vocabulary (it seems that they were, but it seems that No),— market, commodity, commodity-money relations, the law of value ... Citizenship rights regained interest, Without which, according to K. Marx, any idea put itself to shame.

True, the social rehabilitation of the market as an integral part of the socialist economy is accompanied by ongoing disputes, in which some, in a polemical fervor, are ready to consider the market the only panacea for all chronic economic ailments, while others, with persistence worthy of better use, scare us with spontaneity, uncontrollability and uncontrollability of market processes.

It seems that both disputing parties do not have sufficient arguments both "for" and "against" in today's economic practice. And what could be more fruitless than speculative disputes!

The command-administrative style of managing the economy (and not only the economy) today, no one dares to defend something open. No, we are all already fed up with orders, orders, non-judgmental execution.

We are all for economic leverage. But our ideas about these very economic levers, about market processes, about the real operation of the law of value are still very vague and vague. (By the way, isn't it this lack of specificity that still allows you to replace economic incentives with volitional decisions slightly disguised as them?)

The first acquaintance with the theory of marketing of the majority of citizens of the former USSR began with Philip Kotler's book "Fundamentals of Marketing", published by the publishing house "Progress" in 1990. The textbook turned out to be so timely and in demand that hundreds of thousands of pirated copies immediately appeared, published by enterprising businessmen from the publishing business. The book you are holding in your hands is the only legal edition of the beloved bestseller to date. This edition includes a new chapter on interactive marketing and new examples of the practical application of selected theoretical positions.
The book is intended for students of economic specialties, but will be of interest to a wide range of readers.

Deal.
If exchange is the main concept of marketing as a scientific discipline, then the main unit of measurement in the field of marketing is the transaction.
A deal is a commercial exchange of value between two parties.

To do this, side A needs to transfer object X to side B and receive object Y from it in return. Let's say Jones gives Smith $ 400 and gets a television. This is a classic money transaction, although the presence of money as a commercially exchanged value is not necessary at all. In a barter deal, Jones will give Smith a refrigerator in exchange for the TV. In place of goods, services may be exchanged in a barter transaction, for example, when Jones's lawyer makes a will to Doctor Smith in exchange for a medical examination (see Box 1).

The transaction presupposes the presence of several conditions: 1) at least two value-significant objects, 2) agreed conditions for its implementation, 3) agreed time of completion, and 4) agreed location. As a rule, the terms of the deal are supported and protected by law.

Content
Marketing Discovery (Introductory Article)
Foreword
Chapter 1
The Social Basics of Marketing: Meeting Human Needs
What is Marketing? Marketing management. Marketing management concepts. The goals of the marketing system. The rapid spread of the marketing system. Summary. Basic concepts found in the chapter.
Chapter 2
Marketing management process
Analysis of market opportunities. Selection of target markets. Development of a marketing mix. Implementation of marketing activities. Brief repetition of the topic. Summary. Basic concepts found in the chapter.
Chapter 3
Marketing research and marketing information systems
Marketing information system concept. Marketing research scheme. Summary. Basic concepts found in the chapter.
Chapter 4
Marketing environment
The main factors of the microenvironment for the functioning of the company. The main factors of the macroenvironment of the firm's functioning. Summary. Basic concepts found in the chapter.
Chapter 5
Consumer Markets I Consumer Buying Behavior
Purchasing behavior model. Buyer characteristics. Purchase decision making process. Various options for making a decision to purchase a new product. Summary. Basic concepts found in the chapter.
Chapter 6
Business Market and Buyer Behavior on behalf of Businesses
Industrial goods market. The market for intermediate sellers. The market for government agencies. Summary. Basic concepts found in the chapter.
Chapter 7
Market segmentation, selection of target segments and product positioning
Market segmentation. Selection of target market segments. Product positioning on the market. Summary. Basic concepts found in the chapter.
Chapter 8
Product development: products, brands, packaging, services
What is a product? The main types of classification of goods. Decisions on the use of stamps. Decisions regarding product packaging. Decisions regarding labeling. Customer service solutions. Product assortment decisions. Product nomenclature decisions. Summary. Basic concepts found in the chapter.
Chapter 9
Product Development: An Approach to New Product Development and Product Life Cycle Issues
New product development strategy. Approach to the stages of the product life cycle. Summary. Basic concepts found in the chapter.
Chapter 10
Setting prices for goods: tasks and pricing policy
Pricing in different types of markets. Setting pricing objectives. Determination of demand. Cost estimation. Analysis of prices and products of competitors. Choosing a pricing method. Setting the final price. Summary. Basic concepts found in the chapter
Chapter 11
Setting prices for goods: approaches to the problem of pricing
Approaches to the problem of pricing. Proactive price change. The firm's reaction to price changes by competitors. Summary. Basic concepts found in the chapter.
Chapter 12
Distribution Methods: Distribution Channels and Movement
The nature of distribution channels. Channel structure decisions. Channel management decisions. Solutions for the problems of goods movement. Summary. Basic concepts found in the chapter.
Chapter 13
Product distribution methods: retail and wholesale
Retail. Wholesale. Summary. Basic concepts found in the chapter.
Chapter 14
Promotion of goods: a communication and incentive strategy "
Stages of developing effective communication. Development of a comprehensive incentive budget and selection of elements of the incentive complex. Summary. Basic concepts found in the chapter.
Chapter 15
Product promotion: advertising, sales promotion and propaganda
Advertising. Sales promotion. Propaganda. Summary. Basic concepts found in the chapter.
Chapter 16
Product Promotion: Personal Selling and Sales Management
Statement of tasks for the trading apparatus of the company. The choice of the organizational structure of the trading apparatus. Attraction and selection of sales agents. Sales agent training. Control over the work of sales agents. Evaluation of the effectiveness of the work of sales agents. Summary. Basic concepts found in the chapter.
Chapter 17
Strategy, planning, control
Strategic planning. Marketing planning. Marketing control. Summary. Basic concepts found in the chapter.
Chapter 18
International Marketing
Study of the international marketing environment. Decision on the advisability of entering the foreign market. Deciding which markets to enter. Decide on methods to go to market. Decision on the structure of the marketing mix. Decision on the structure of the marketing service. Summary. Basic concepts found in the chapter.
Chapter 19
Service Marketing and Non-Profit Marketing
Service marketing. Marketing organizations. Marketing to individuals. Place marketing. Marketing ideas. Summary. Basic concepts found in the chapter.
Chapter 20
Marketing and society
Public criticism of marketing. Citizens' actions to regulate marketing. Measures of government regulation of marketing. Entrepreneurs' actions towards the development of socially responsible marketing. Summary. Basic concepts found in the chapter.
Appendix A
Marketing arithmetic
Appendix B
Marketing career
Bibliography and commentary
Name index
Subject index.

Philip Kotler (May 27, 1931, Chicago, USA) is a professor of international marketing at the J.L. Kellogg Graduate School of Management at Northwestern University in the United States.

He received an MA in Economics from the University of Chicago and a Ph.D. He received honorary doctorates from the University of Stockholm, the University of Zurich, the Athens School of Economics, DePaul University and the School of Economics in Krakow.

On March 13, 2014, Philip Kotler was awarded an honorary doctorate from the Russian University of Economics named after G.V. Plekhanov.

Kotler's parents lived in the Russian Empire on the territory of Ukraine, and after the 1917 revolution they emigrated to the United States.

Author of many books on marketing and management, over 100 articles for leading magazines. The only author to have won the annual Alpha Kappa Psi Award for Best Article for the Journal of Marketing three times. He has received numerous titles and awards for outstanding contributions to marketing.

He received honorary doctorates from the University of Stockholm, the University of Zurich, the Athens School of Economics, DePaul University and the School of Economics in Krakow. Professor Kotler has authored and co-authored 15 books, including Marketing Management, named by the Financial Times as one of the 50 Best Business Books Ever Written, and Social Marketing Places and The Marketing of Nations, published by The Free Press.

Dr. Kotler's many awards include The Paul D. Converse Award, presented to him by The American Marketing Association for “Outstanding Scientific Contribution to Marketing,” and The Stuart Henderson Britt Award, given to Marketer of the Year. of the Year).

In 1985, he was the first to receive two significant awards: the American Marketing Association's The Distinguished Marketing Educator of the Year and The Award for Excellence in Health Care Marketing. ...

Dr. Kotler is a board member of the American Marketing Association. He has consulted on marketing strategy to many large companies in the United States of America and overseas.

His main merit is that he brought together and systematized all the knowledge about marketing, which previously belonged to completely different sciences. We can say that he was the first to single out marketing as a separate specialty.

His book "Fundamentals of Marketing" for 2009 was reprinted 9 times and is a kind of "Bible" on marketing. His textbooks have been published in over 3 million copies in 20 languages and are revered as the marketing bible in 58 countries around the world.

Books (14)

Collection of books

Through Kotler's deep thinking, you quickly adapt your knowledge and skills to the new challenges and opportunities created by hyper-competition, globalization and the Internet.

Here you will discover contemporary ideas in an extremely concise and easy-to-read form in the areas of direct marketing, global marketing and Internet marketing. You will find many cutting edge strategies and tactics that you can immediately use to tackle the new challenges of the 21st century. - reducing the cost of attracting new customers and maintaining the loyalty of existing ones.

If your marketing strategy isn't working, Kotler's treasure trove of thought will give you hundreds of ideas to bring it back to life. Spend hours with the world's most renowned marketer today and boost your market performance tomorrow.

How to conquer cities and countries

65% of the world's GDP is concentrated in just 600 cities. Philip Kotler, one of the best marketing experts in the world, and his brother Milton, an international marketing strategist, offer an action plan for how to choose the best city for further business expansion, suggest what to look for when opening a branch, and explain why building a long-term relationship with the city government will bring you significant benefits in the future.

This book is a must read for every executive looking to grow and expand their business. The Kotler brothers rightly point to the increasingly urbanized world economy and the rapid growth of cities in developing countries as two key trends that company presidents must consider in order to remain leaders and thrive in the new century.

The End of Capitalism? 14 antidotes for diseases of the market economy

There are enough books on capitalism written in the world. Some criticize him, others defend, others try to explain how he works. Why write another one?

The book's author, world-renowned marketing guru Philip Kotler, studied capitalism from different aspects of human life: making money, politics, time, ecology. The rich experience of a marketer and the knowledge gained from the Nobel Prize laureates in economics allow him to see the shortcomings of the market system hidden from ordinary observers and ways to eliminate them.

This is not just another weighty publication on capitalism, but a capacious and clear explanation of the social and economic aspects of capitalism, which will allow you to get a complete picture of this system in which we live.

Lateral marketing: a technology for finding revolutionary ideas

Lateral marketing is a technique for finding non-standard market solutions. It allows you to develop new products, find new market niches and ultimately make a breakthrough in the business. In this book, you will find a detailed guide to implementing lateral marketing in your company's practice.

Without a doubt, lateral marketing is becoming a key market concept for the 21st century, and managers are pushing the boundaries of their thinking and dramatically increasing profits.

Marketing for government and public organizations

"Marketing for Government and Public Organizations" is a revelation book designed specifically for public sector workers.

It contains dozens of success stories of government organizations of all types and from around the world. World renowned expert Philip Kotler and social marketing consultant Nancy Lee show that marketing is not just another item of expenditure and not only communications, but a whole range of measures to improve the standard of living of citizens.

The book will acquaint you with the basic foundations of marketing in relation to the public sphere, teach you how to use marketing tools in order to gain the support of citizens and influence public opinion in general. The ultimate goal of these measures, to which the idea of the authors comes down, is to increase the revenue side of the budget of the state structure and reduce the expenditure side.

Place marketing

Place marketing. Attracting investments, enterprises, residents and tourists to cities, communes, regions and countries of Europe.

Place Marketing is the first book to offer a systematic analysis of the reasons why many European places have fallen into trouble, and provides useful advice on how to be reborn in the new millennium.

The book is replete with examples of European locations implementing different strategies to tackle the problem of competition. There are both the great successes that have resulted from the application of site marketing principles, and the pitfalls and pitfalls of sites trying to compete for resources. The book offers ways out of a wide variety of difficult situations in which places find themselves.

Marketing from A to Z

World renowned marketing specialist Philip Kotler's book has become a tabletop for millions of executives and marketers.

In it, in a concise and understandable form, 80 concepts of effective marketing, which are most important for the success of companies in modern conditions, are outlined. This book provides the best insight into both the classic marketing tools that have stood the test of time and the new innovations that have only come into use in recent years.

Marketing Basics

The ninth edition of Philip Kotler's well-known Fundamentals of Marketing, co-written with Gary Armstrong. It's not the first time the authors have teamed up to write a marketing textbook. Together they managed to organize a truly exciting journey into the world of marketing. However, the ease of presentation is not the only virtue of this book.

The authors described in great detail the revolutionary changes that are taking place in marketing at the beginning of the new millennium under the influence of new technologies. In this edition, in each chapter, you will learn about the peculiarities of using the Internet for specific purposes and consolidate this knowledge by performing specific exercises. And the general problems and prospects of using its capabilities, as before, are considered in a separate chapter.

Personal branding

Personal popularity technologies.

High popularity has become a commodity of great commercial value throughout the world. How to turn people hungry for popularity into brands? How to maintain high popularity?

The authors of the book answer these questions by analyzing the success stories of brands such as Donald Trump, J.K. Rowling, Arnold Hartzenegger, Warren Buffet, Christina Aguilera, David Beckham, Rudolph Giuliani and many others.

The book of the world famous marketing guru Philip Kotler "Marketing 3.0" will be a revelation for many and only for the most sophisticated in marketing will be a confirmation of what they themselves intuitively guessed for a long time.

In developed countries already today (and in developing countries - very soon) only a company that will master and begin to apply Marketing 3.0 in business will be able to count on victory over competitors. In short, this is a method of the most subtle, sophisticated impact on the consumer, in which not only the mind and emotions are affected, but also the soul of a person. Take advantage of it, and soon all the buyers and customers of your competitors will go to you.

Marketing management

In this book, the world famous marketing classic Philip Kotler summarizes all the most significant and interesting provisions of his most famous work "Marketing Management".

The brevity of the text allows us to recommend this book to university students studying marketing, in addition, it will provide invaluable assistance to those who want to know everything about marketing, but who do not have enough time to familiarize themselves with the full version of “Marketing Management. Millenium edition ".