Pilova, Kateryna

Shvets, O.D.

Starovoyda, V.

English

Pilova, K. P.

Shvets, O. D.

eLibrary National Mining University

Starovoyda V.K.P. Pilova, research supervisorO.D. Shvets, language adviserNational Mining UniversityPERSONALITIES IN THE HISTORY OF MARKETINGMarketing is a very young science. In this changing world of informationtechnologies, this science only starts its development. There are people who we areobliged in occurrence of marketing.Peter Drukker considered that Japan became the mother land of marketing. In1690 the future founder of a family of Mitsui lodged and opened the firstdepartment store in Tokio. In this shop Mr. Mitsui pursued a commercial policy,which than advanced the time for 250 years approximately. For the first time intrade history the shop owner was taken the buyers bearings. He was buying onlythose goods which had been claimed, giving system of guarantees for quality of thegoods, constantly expanding goods assortment.In the West it is possible to speak about marketing only since the middle ofthe nineteenth century. Sajrus Makkormik was the first who came out with theassumption that marketing should be the central direction of activity of theenterprise and work with own circle of the consumer is a problem of the manager.American Levi Strauss’ company was founded to sell firm trousers for work-jeans. The company succeeded in conquering the whole world with the help ofsimple tools which provides marketing. Ordinary cloth began to give gold.There are several world famous product designers who reached the worldpopularity thanks to the contribution of the formation of the first 4Ps in marketing.One of them is the legendary Ferdinand Porshe whose genius was showen inmany spheres.Ferdinand Porshe contributed a lot in car progress for different companies, butduring all that time he was full of  the idea to create the car which any person couldafford himself. And in 1945 his dream came true, first Beetle descended from theconveyor.After that, Ferry Porsche decided to build his own sports car, effectively thefirst Porsche.Daniel Starch, one of the first researchers in the field of marketing, was bornin Wisconsin. He took the most active part in finishing marketing up to level of fullacademic discipline. And in 1909 Daniel Starch organized the second course inmarketing at the university of his native city.During the 1920s, Starch began expanding his educational surveys into theadvertising. By the 1930s he had launched a company that interviewed people inthe streets, asking them if they read certain magazines.In 1923 on the basis of Harvard University he arranged the other companyStarch and Staff.Daniel Starch was repeatedly awarded for the contribution to marketingresearches.The name of Philip Kotler is a synonym of marketing. He is literally a legend.Philip Kotler is known as the best marketing specialist and the founder of westernmarketing model, which covered the whole world. Dr Philip Kotler has authoredover 35 books on all aspects of marketing, he has published more than 100 articlesin leading Journals.In a recent article in the Financial Times, Morgan Witzel stated that: "Kotler'scontribution to marketing and to management generally has been threefold:"First, he has done more than any other writer or scholar to promote theimportance of marketing, transforming it from a peripheral activity, bolted on tothe more "important" work of production.Second, he continued a trend started by Peter Drucker, shifting emphasis awayfrom price and distribution to a greater focus on meeting customers' needs and onthe benefits received from a product or service.Third, he has broadened the concept of marketing from mere selling to a moregeneral process of communication and exchange, and has shown how marketingcan be extended and applied to charities, political parties and many other non-commercial situations."The last person is Niccolò Machiavelli. His personality is very controversialin marketing history, but has the right for existence.Machiavelli has even been referred to as the first real marketer. His works areoften regarded as a major contribution to management, marketing andunderstanding power. In Il Principe, he had observed, facilitated and administeredgovernment decision making at first hand and wanted to pass best practice andreflection on to others. The short text gives realistic advice to aspiring princes andleaders of organizations and consequently it is not difficult to draw parallels withthe modern day. Where Il Principe and its doctrines interest the authors is as astarting point to view and observe the growth of lobbying and campaigningpressure group activity as part of modern marketing. Machiavelli had his ownviews for brands—truth, loyalty, stakeholders and ‘spin’.

PERSONALITIES IN THE HISTORY OF MARKETING

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PERSONALITIES IN THE HISTORY OF MARKETING

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