Czasami spotykam si\u0119 ze zjawiskiem wieszania ps\u00f3w na biednym profesorze Kotlerze \ud83d\ude42 A to przecie\u017c przemi\u0142y, starszy Pan. Nie wdaj\u0105c si\u0119 w polemik\u0119 (d\u0142ugo by pisa\u0107) – u\u017cyj\u0119 istotnego argumentu – moim zdaniem. Prof. Philip Kotler jest przede wszystkim autorem PODR\u0118CZNIK\u00d3W, a nie PORADNIK\u00d3W. Podr\u0119czniki z zasady opracowuj\u0105 akademicy, a poradniki – praktycy. Teoretyk buduje model, kt\u00f3ry sprawdza si\u0119 (lub nie \ud83d\ude42 – w praktyce. Pomijam faz\u0119 „laboratoryjn\u0105”. W marketingu – model budowany jest w oparciu o wynik do\u015bwiadcze\u0144. Podr\u0119czniki dostarczaj\u0105 naukowego opisu narz\u0119dzi i mo\u017cliwo\u015bci ich zastosowania, a poradniki weryfikuj\u0105 to w praktyce. W przeciwie\u0144stwie do wielu dziedzin naukowych – wiedza o marketingu ( a tym samym jej podwaliny teoretyczne – bior\u0105 si\u0119 z PRAKTYKI, a nie TEORII). To do\u015bwiadczenia handlowe naszej cywilizacji, rewolucja przemys\u0142owa XIX\/XX wieku, rozw\u00f3j kolonii, a nast\u0119pnie rozkwit USA i globalizacja gospodarki, wp\u0142yn\u0119\u0142a na t\u0119 dziedzin\u0119. Naukowcy na podstawie obserwacji empirycznych do\u015bwiadcze\u0144 firm, budowali podwaliny teorii marketingu. Najsilniejszym determinantem by\u0142 i jest – rozw\u00f3j konkurencyjno\u015bci przedsi\u0119biorstw. Im konkurencja w danym sektorze silniejsza – tym wa\u017cniejsze staj\u0105 si\u0119 strategie identyfikuj\u0105ce i zaspokajaj\u0105ce potrzeby grupy docelowej. Albo kreacja przestrzeni rynkowej i blue ocean w czystej postaci.
\n„Odtr\u0105bianie” ko\u0144ca czy pocz\u0105tku ery „kotlerowskiego” marketingu przez ludzi po paru kursach i roczn\u0105 praktyk\u0105 – wywo\u0142uje jedynie wzruszenie ramion lub u\u015bmiech politowania. Oczywi\u015bcie, a ramach „automarketingu” mo\u017cna probowa\u0107 dokonywa\u0107 zamachu na \u015bwiatowe autorytety, ale albo trzeba mie\u0107 naprawd\u0119 RZECZOWE i UZASADNIONE argumenty, albo by\u0107 r\u00f3wnie\u017c autorytetem, albo … da\u0107 sobie spok\u00f3j \ud83d\ude42 Inaczej zamach przypomina\u0107 b\u0119dzie „zamachiwanie si\u0119 kie\u0142bikiem”, tak wspaniale przedstawione w „Cz\u0142owieku z marmuru” \ud83d\ude42<\/p>\n","protected":false},"excerpt":{"rendered":"
Czasami spotykam si\u0119 ze zjawiskiem wieszania ps\u00f3w na biednym profesorze Kotlerze \ud83d\ude42 A to przecie\u017c przemi\u0142y, starszy Pan. Nie wdaj\u0105c […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[747],"tags":[90,94,135,170,330,376,566],"class_list":["post-30","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-blog","tag-blog-o-marketingu","tag-cmo","tag-dzial-marketingu","tag-kotler","tag-marketing","tag-rynkologia"],"aioseo_notices":[],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/paKYj5-u","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/posts\/30","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/comments?post=30"}],"version-history":[{"count":1,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/posts\/30\/revisions"}],"predecessor-version":[{"id":6013,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/posts\/30\/revisions\/6013"}],"wp:attachment":[{"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/media?parent=30"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/categories?post=30"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/tags?post=30"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}