The basics of marketing. A short course. Kotler F.

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

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

Marketing is one of the fundamental disciplines for professional market figures, such as salesmen, retail merchants, advertising workers, marketing researchers, managers for new and lowing goods, etc. They need to know how to describe the market and divide it into segments; How to evaluate the needs, requests and preferences of consumers in the framework of the target market; How to construct and test the goods with the necessary for this market by consumer properties; how to convey to the consumer the idea of ​​the value of the goods; how to choose skillful intermediaries so that the product is affordable and well represented; How to advertise the goods so that consumers know it and want to purchase it. A professional market leader must, without a doubt, have an extensive set of knowledge and skills.

Those wishing to study marketing can find many books on this subject. But even the thickest textbooks barely glide on the surface of this science, because each marketing tool needs to know a huge mass of information. For the first time, the most general idea of ​​its basics is required to study marketing so as not to drown in the sea of ​​specific details. It is from the standpoint of this approach that the proposed book “Fundamentals of Marketing. Short course ".

At the same time, the book “Fundamentals of Marketing. Short course ”should not be considered as just a general excursion. The topic is too exciting to limit yourself to its schematic representation. The book provides cases from practice illustrating the drama of modern marketing: failure of the CB-Bi-ES Corporation system; The endless confrontation between Coca-Cola and Pepsi-Kola; take off the beer of the Miller company from the seventh to the second place; The influence of the women-commander of the company "Avon" on purchases made without leaving the house; Long -term campaign of the company "Columbia Records" on the popularization of the orchestra "Men ET Warc"; War of prices in the market of household computers, etc. Each chapter begins with a description of any significant event in the field of marketing. The examples given along each chapter from real reality fill dry information about marketing by the beating of life.

When working on the book, I was guided by several principles. It should be interesting to read. It should be highlighted all the main points that you need to know both the market leader and an ordinary citizen. The narrative should develop logically from chapter to chapter. The presentation should be based on scientific research data, and not on rumors and speculations and be oriented towards management problems. My goal is to prepare the reader for more skilled decisions in the field of marketing.