Philip Kotler, Gary Armstrong – “Principiile marketingului” –Editia a IV-a, Ed. Teora 2008
David Packard spunea ca “marketingul este prea important sa fie lasat departamentului de marketing”. Vorbele sale ne indeamna sa reflectam la importanta ideilor profesionistilor din oricare department al unei companii, idei rezultate ale viziunii dintr-un alt unghi diferit din care marketer-ul poate percepe o chestiune. Este necesara astfel o colaborare orizonatala pentru un marketing eficient.
Lucrarea poate fi considerata o carte de capatai atat pentru cei ce se initiaza in tainele marketingului in teorie, pentru practicieni, cat si pentru profesionisti ale caror sarcini zilnice sunt conectate intr-o masura la acest domeniu.
Cartea imbina ingenios baza teoretica necesara oricarui viitor specialist sau antreprenor cu cazuistica extinsa in cat mai multe domenii de activitate, din care se evidentiaza miscari inspirate ale celor mai mari branduri.
Structurata in 4 parti si 20 de capitole, cartea reprezinta o analiza complexa a tuturor laturilor aplicative ale marketigului, ale dimensiunilor in care acesta poate fi folosit, ale elementelor care-l compun si cel mai important, al beneficiilor efective pe care le aduce fiecarei afaceri.
Directia urmata de fiecare companie pentru a se mentine si a creste pe o piata cat mai competitiva, este cea data de cerintele clientilor, care profund analizate ar trebui sa stea la baza oricarei planificari si strategii.
Inainte de a face vreo miscare ce s-ar putea dovedi neinspirata si costisitoare, firma ar trebui sa se analizeze atent luand in considerare mediul in care evolueaza si piata pe care o va aborda.
Odata conturate categoriile de clienti carora se adreseaza, firma se va concentra asupra adaptarii ofertei, asupra stabilirii preturilor si a canalelor de distributie folosite iar apoi la finalul acestui traseu, la promovarea produselor sau serviciilor sale.
Consolidarea pozitiei pe piata poate oferi firmelor posibilitatea extinderii spre noi dimensiuni, atat in modalitatiile de promovare, de atentie spre societate si responsabilitatea pentru aceasta, cat si din punct de vedere al pietii de desfacere.
Dintr-un punct de vedere metodologic, ca lucrare de specialitate adresata celor ce pasesc spre o cariera de marketer, fiecare capitol este structurat in asa fel incat cititorul sa inteleaga mai intai de toate informatia, sa vizualizeze importanta aplicativa a teoriei, sa reflecteze asupra problemelor dezbatute, sa incerce sa aplice in alte situatii informatiile dobandite si nu in ultimul rand, sa aiba sedimentata teoria parcursa.
Pentru a intelege marketingul si pentru a putea ulterior parcurge orice lucrare in domeniu, debutantul in domeniu ar trebui sa inceapa cu aceasta carte, de o deosebita importanta.
David Packard once said that “ Marketing it too important to be left in charge of the Marketing Department”. His words invite us to meditate on the importance of the ideas of every professional in every department found in a company, ideas resulting from a different angle from which a marketer can perceive a problem. A horizontal cooperation is necessary for an efficient marketing.
The paper could be considered as a guide book for those how initiate theirselves into marketing, for marketers, as well as for professionals whose daily tasks are connected somehow to marketing.
The book brightly combines the theoretical background necessary to every future marketer or entrepreneur with extended case studies from different fields, from which brands’ inspired moves stand out.
Structured in 4 parts and having 20 chapters, the books represents a complex analysis of each one of marketing’s applications, of the dimensions in which it could be used, of the elements that compose it and most important, of its effective benefits on every business.
The direction in which to company is heading in order to maintain itself and grow on a more competitive market is that given by the consumers’ demand, which deeply analysed should stand in front of every planning and strategy.
Before making any move that could prove itself uninspired and costly, the company should carefully analyse itself considering its environment and market.
Once the consumer categories are targeted, the company will focus on adapting it’s supply, on fixing prices and settling distribution channels, and last to promote its products and services.
The consolidation of one’s market position can offer companies the possibility to extend towards new dimensions, in ways of promotions, in social responsibility issues a, as well as towards new outlets.
From a method point of view, as a paper addressed to those who step towards a marketer’s career, every chapter is structured in such way for the reader to first and foremost understand information, to visualize its applicative importance, to meditate over debate issues, to try to apply information in other situations and last but not least, to deposit read information.
In order to understand marketing and also to comprehend any further readings, a marketing debutant should start with this book, of great importance.
