Marketing bo yicha eng yaxshi kitoblar

Marketingning maqsadi – yangi mijozlarni mahsulot, tovar yoki xizmat uchun jalb qilish, ularga yuqori iste’mol sifatini taklif qilib, eski mijozlarni saqlab qolgan holda, ularning tinimsiz o’zgarib turuvchi ehtiyojlarini qondirishdan iborat.

Marketing nima? Asosiy tushunchalar.

Marketingni asosi nimada? Marketingni jumbog’i shundaki, u insoniyatning eng qadimiy faoliyatlaridan biri bo’lishiga qaramasdan, eng yosh biznes-fan hisoblanadi.

Marketingni bir qancha tariflari bo’lib, deyarli har bir marketing haqidagi kitob mualliflari martketingga o’zlarini ta’riflarini berishadi.

Marketing – sotuvchi va haridor o’rtasidagi tovar, mahsulot yoki xizmatlar almashinuvi natijasida kompaniyaning qiymati oshish jarayoniga aytiladi.

Foydali almashinuv natijasida sotib oluvchi biron mahsulot, tovar yoki xizmatga ehtiyojini qondiradi, sotuvchi esa o’zining foyda ko’radi.

Marketingning maqsadi – yangi mijozlarni mahsulot, tovar yoki xizmat uchun jalb qilish, ularga yuqori iste’mol sifatini taklif qilib, eski mijozlarni saqlab qolgan holda, ularning tinimsiz o’zgarib turuvchi ehtiyojlarini qondirishdan iborat.

Marketingning asosiy vazifasi – har bir bozorni ehtiyojlari va zaruratlarini aniqlash, ular orasidan o’z kompaniyalari boshqa raqobatchilardan ko’ra yuqori darajali xizmat ko’rsata oladiganlarini tanlashdan iborat. Bu kompaniyaga yuqori sifatli mahsulotlar ishlab chiqarish va shuning natijasida iste’molchilarning ehtiyojlarini qondirish bilan kompaniyaning umumiy foydasini oshirishdir.

Marketing bu nafaqat falsafa, fikrlash tarzi va iqtisodiy tafakkur yo’nalishi, ammo ayrim firma, kompaniya, tarmoq va butun iqtisodiyot bo’yicha amaliyot faoliyati hamdir. AQSH va boshqa xorijiy davlatlar iqtisodiy adabiyotlarida marketing ta’rifini ko’p turlari mavjuddir. Eng keng tarqalgan marketing ta’rifi, u Amerika marketing assotsiatsiyasi tomonidan berilgan bo’lib, uning mazmuni quyidagichadir, ya’ni «Marketing» shunday jarayondan iboratki, uning yordamida uylangan g’oya rejalashtiriladi va amalga oshiriladi, narxlar tashkil etiladi, g’oyalar, tovarlar va xizmat ko’rsatishlar harakati va sotishni, ayrim shaxslar va tashkilotlarni maqsadlari ayirboshlash yordamida qondiriladi».

Marketingga olimlar turlicha ta’rif berganlar. I.K.Belyaevskiy shunday degan: «Marketing – bu bozorni o’rganish va tartibga solish, boshqarish tizimidir». Jan-Jak Lamben esa marketingga shunday ta’rif beradi: «Marketing tashkilotlar va kishilarni xohish va ehtiyojini tovarlar va xizmatlarini erkin raqobatli ayirboshlashni ta’minlash yo’li orqali qondirishga yo’naltirilgan ijtimoiy jarayondir», «Marketing – bu bir vaqtning o’zida biznes falsafasi va faoliyat jarayondir». Ushbu ta ‘riflardan shuni aytish mumkinki, marketing – bu bozomi o’rganish, u orqali iste’molchilarga ta’sir etishdan iboratdir. Talab bilan taklifni o’zaro ta’siri – bu alohida shaxslar yoki guruhning xohish-ehtiyojlarini o’zluksiz qondirish jarayoni hisoblanadi. Bu jarayon o’z navbatida shunday ijtimoiy-iqtisodiy kategoriyalarni o’zaro ta’siriga asoslanadi, ya’ni ularga muhtojlik, ehtiyoj (xohish), talab, xarid qilish (ayirboshlash, bitim) va aniq tovar va xizmatlarni iste’moli (ishlatilishi) kiradi. Bu tushunchalar marketing tushunchasi, mohiyatini aniqlashga imkon beradi. Muhtojlik — kishini biron bir narsani yetishmasligini xis etishidir. Ehtiyoj — individ shaxsning madaniy darajasiga asosan maxsus shaklga muhtojlikdir. Talab – bu xarid quvvatiga ega bo’lgan ehtiyoj.

Marketing asosida bozorni har taraflama o’rganish yo’nalishlarining asosiylaridan quyidagilarni ko’rsatib o’tish zarur:

• bozor tarkibini aniqlash;

• raqobat sharoitlarini tadqiq qilish;

• sotish shakli va uslublarini tahlil etish.

Marketing quyidagilarni o’rgatadi:

• marketing siyosatini olib borishni;

• siljitish (yo’naltirish) siyosatini;

• yuksalish, qo’shimcha xizmatlarini (Plus) – (bunga marka, sotishdan keyingi xizmat, kafolat va texnik yordam, yetkazib berish, assortiment, shaxsiy iste’mol va boshqalarni kiritish mumkin).

Marketing bo’yicha eng yaxshi kitoblar

Afsuski, biznesga tegishli bo’lgan yaxshi kitobni topish juda qiyin. Deyarli har bir kam yoki undan kam muvaffaqiyatli tadbirkor biznesmen yoki qandaydir narsaga aylanish uchun qo’llanma yozishni istaydi.

Marketing bo’yicha eng yaxshi kitoblar vaqt sinovidan o’tib, ko’plab kompaniyalarga o’zlarining biznes kontseptsiyasini tuzishga yordam berdi. Ko’plab muvaffaqiyatli odamlar uchun bu kitoblar stolchalardir.

Marketing haqidagi zamonaviy kitoblar

1. Kotler F., Cartagia H., Setevan A. Marketing 3.0: mahsulotdan iste’molchilarga va bundan keyin – insonning ruhiga. – M .: Eksmo, 2011. Ushbu kitob marketingning ko’plab sohalari, shuningdek, zamonaviy marketingni rivojlantiradigan mutaxassislarning ishi bilan bog’langan. Bundan tashqari, kitobda yangi yondashuvni tasdiqlovchi misollar mavjud.
2. Osterwalder A., ​​Pinje I. Biznes modellarni yaratish: strategist va innovatorning qo’llanmasi . – M .: Alpina Pablisher, Skolkovo, 2012. Marketing haqidagi bu yangi kitob marketingni anglash va uning rolini tushunishga asoslangan zamonaviy metodikani taklif qiladi. Mualliflar “iste’molchidan” biznesni modellashtirishni nazarda tutadi.

Tarmoq marketingi bo’yicha eng yaxshi kitoblar

1. Rendi Gage “Ko’p darajadagi pul mexanizmini qanday qilib qurish mumkin ? “ Kitobda tarmoq marketingida qanday harakat qilish kerakligi, qanday qilib kompaniyani tanlash va muvaffaqiyatli bo’lish uchun nima qilish kerakligi haqida hikoya qilinadi.
2. Jon Milton Fogg “Dunyodagi eng yirik tarmoqchi” . Ushbu kitobda biznes muvaffaqiyatga erishish yo’lidagi haqiqiy voqea bayon etilgan.

Marketing bo’yicha mashhur kitoblar

1. Yau Nathan “Biznesda tasvirlash san’ati . Oddiy tasvirlar bilan murakkab axborotni qanday taqdim etish kerak? ” Rahmat ko’rmoqchi bo’lgan vizualizatsiya texnikasi osongina har qanday ma’lumotlarni qayta ishlashi va fikrlaringizni to’g’ri va ishonchli ifoda etishi mumkin.
2. Jekson Tim “Intel ichida . XX asrning texnologik inqilobini amalga oshirgan korporatsiya tarixi “. Kitob muallifi Intelning muvaffaqiyati haqida kitob yaratish uchun juda ko’p arxiv va hujjatlarni o’rganib chiqdi.
3. Peters Tom “Vau!” Loyihalari . Har qanday ishni muhim bo’lgan loyihaga qanday aylantirish mumkin? ” Marketing kitoblari 2013 yilning oxiriga qadar eng yaxshi deb topilgan. Taniqli menejer sizga foydali loyiha sifatida foydali fikrlarni aylantirishga yordam beradigan 50 ta ajoyib g’oyalarni taklif qiladi. Kitobni nafaqat ishbilarmon kishilar uchun, balki odatdagi ishlarini o’zgartirishni xohlaydigan insonlar uchun ham o’qish foydali bo’ladi.

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