Recently, Western gurus – “living legends” of marketing and management – have been frequenting Russia. For example, at the end of September, the inventor of direct marketing, Lester Wunderman, came to Moscow for the first time, and at the end of October, the most famous marketer in Russia, Philip Kotler, from whose books most of our marketers studied, will hold his seminar in the capital. Also due to arrive soon are Jack Trout, co-author of the acclaimed books “Positioning” and “Marketing Wars,” as well as Jonas Ridderstråle, co-author of the best-selling book “Funky Business.” All these are events of the recent past or the near future.

In general, Russia is experiencing a real boom in business education - and some “natives” are terribly annoyed by this. For example, in anticipation of Philip Kotler’s visit, visitors to one of the specialized marketing sites started a small discussion on the topic “Why do we need him here?” Judging by some statements, he is of no use to us here, because “we ourselves have a mustache.” The legacy of the great marketer was considered obsolete, and his ideas were considered absolutely useless. Obviously, the authors of these statements can boast of achievements that dwarf the glory of all famous marketers combined.

And yet I am sure that many will want to listen to Kotler. And not only because after this it will be possible to say: “I saw the guru.” It’s just that somehow the American professor has managed to remain surprisingly modern for the fourth decade in a row. This means that there is something to learn from him in our rapidly changing conditions. It probably makes sense to learn from Wunderman, Trout, Ridderstrale and other visiting celebrities. Fortunately, many people in Russia understand this.

MARINA IVANUSCHENKOVA, editor-in-chief

Let's come here in large numbers