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曾经有一位经理人拿着菲利普·科特勒教授1977年版的《营销管理》请求签名,遭到了拒绝。“在那一版中,我没有提到网络,关于品牌的内容也很少。当然为顾客服务的原则都是一致的,但今天的市场环境与那时候相比已经发生了很大变化。”正是他那种敢于否定自我的勇气,使得他在近40年的时间里一直引领着营销研究的发展。从首次提出“顾客价值”这一理念到今天,菲利普·科特勒教授对自己的理论进行了不问断的完善。大师的故事,也从《营销管理》讲到了《水平营销》。作为对过去他一直传授的纵向营销理论的补充,水平营销这一营销创新理论本身就是菲翁理论创新的例证。
A manager who once signed a 1977 version of “Marketing Management” by Professor Philip Kotler was rejected. “In that edition, I did not mention the network, the content of the brand is very small.Of course, the principle of customer service are the same, but today’s market environment has changed a great deal compared to that time. ”It is his daring courage to deny himself, so that he has been leading the development of marketing research for nearly 40 years. From the idea of “Customer Value” being first proposed to today, Professor Philip Kotler has made unspoken consummation of his theory. Master’s story, but also from the “marketing management” talked about the “horizontal marketing.” As a supplement to the vertical marketing theory he has been teaching in the past, the theory of horizontal marketing, a theory of marketing innovation, is itself an example of the theory of Phoenician innovation.