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fy;tpf; $lq;fsh? gypgPlq;fsh?


,e;jpah xU tsUk; ehL..! mjd; Fbkf;fspy; 60 rjtPjk; NgUf;F ,d;Dk; Kiwahd fy;tp fw;Fk; trjp fpilf;ftpy;iy. ngz;fspd; fy;tp epiy xt;nthU r%f mikg;gpYk; tpj;jpahrg;gl;L epw;fpd;wJ. nghUshjhuj;jpy; filf; Fbkfdhf ,Uf;ff; $batDf;F gps;isfSk; $l KjyPlhfp tpLtjhy;> gps;isfSk; ciof;f Ntz;ba epHg;ge;jk;. ,Ug;gpDk;> ,e;jpaf; Fbkf;fs; Vida tsHe;j ehLfNshL Nghl;b Nghlf; $ba msTf;F jFjp gilj;jtHfshf cs;shHfs;. fy;tpapd; juk; caHe;jpUf;fpd;wJ. fy;tpf;fhf nrytopf;f Ntz;Lk; vd;w jhfk; ngw;NwhHfSf;F mjpfk; ,Uf;fpd;wJ. Nghl;b kpf;f ,e;j cyfpy; ehis ek;Kila Foe;ijAk; ntw;wp ngw;NwhH mzpapy; ,Uf;f Ntz;Lk; vd;w vjpHghHg;G mtHfsplk; mjpfkhfNt fhzg;gLfpd;wJ.

Mdhy; ,e;j vjpHghHg;Gfs; mjpfhpf;f mjpfhpf;f mJNt Foe;ijfspd; tho;tpw;F vkdhfp tpLfpd;wJ> my;yJ vjpHfhyj;ijNa Nfs;tpf;Fwpahf;fp tpLfpd;wJ. gps;isfspd; gbg;Gf;fhf jq;fsJ tho;f;if trjpfs; mj;jidAk; Fiwj;Jf; nfhz;L nrytpLk; ngw;NwhHfs;> gps;isfsplk; mjpfk; vjpHghHf;fpd;wdH. mtw;wpd; jFjpf;F kPwpa jpwikia ntspf;fhl;l Ntz;Lk; vd;W tpUk;Gfpd;wdH. mNj Nghy gs;spf; $lq;fs; gs;sp ,Wjpj; NjHtpy; rjtPjq;fs; $l Ntz;Lk;> jd;Dila gs;sp ,e;j Mz;Lk; E}w;Wf;F E}W rjtPjk; fhl;l Ntz;Lk; vd;gjw;fhf kz;ilf;Fs; ghlj;ij jpzpf;Fk; Kiwiaf; ifahSfpd;wd. Mf> tPl;bw;F te;jhy; ngw;NwhHfspd; er;rhpg;G> gs;spf;$lj;jpNyh MrphpaHfs; kw;Wk; epHthfpfspd; tw;GWj;jy; Mfpatw;wpw;fpilNa gps;isfs; my;yhLfpd;wd.

tpisT..> gs;spia tpl;Lk; XLtjw;F my;yJ Fwpg;gpl;l me;j ghlj;ij my;yJ rpwg;G tFg;Gfis tpl;Lk; jg;gpg;gjw;Ff; fhuzj;ijj; NjLfpd;wd. nrd;idapy; ele;j epfo;T..> cz;ikapy; neQ;irg; gjw itj;jJ. gs;;spf;Fr; nry;y tpUk;ghj %d;W Foe;ijfs; jq;fisf; flj;jy;fhuHfs; flj;jpr; nrd;W tpl;ljhfTk;> mtHfsplkpUe;J jg;gpj;J kJuhe;jfj;jpy; jq;fsJ cwtpdH tPl;by; jQ;rk; GFe;jpUg;gjhfTk;> jhq;fs; mzpe;jpUe;j eiffis flj;jy;fhuHfs; gwpj;Jf; nfhz;L nrd;W tpl;ljhfTk;> jq;fsJ tPLfSf;F %d;W Foe;ijfSk; Nghd; nra;jpUf;fpd;wd. ngw;NwhHfs; mywp mbj;Jf; nfhz;L fhty; epiyaj;jpy; GfhH nra;jhHfs;. fhtyHfs; tprhhpj;jjpy;> gps;isfs; kPJ jtwpUg;gij mwpe;jdH. mtHfs; mzpe;jpUe;j eiffs; gs;spf;$l Gj;jfq;fSf;fpilNa kiwj;J itj;jpUe;jijAk; fz;Lgpbj;jdH.

,e;jf; Foe;ijfs; jtwhd ghijiaj; NjHe;njLj;jjw;F ahH fhuzk;? ngw;NwhHfsh? my;yJ gs;spf;$lq;fsh? vd;W Ma;T nra;a Ntz;baJ mtrpakhFk;.

Vnddpy;> ,d;iwf;F ntspAyfj; jhf;fk; gps;isfs; kPJ mjpfk; tpOe;jpUf;fpd;wd. njhiyf;fhl;rp kw;Wk; Clfq;fs; thapyhf mtHfs; ntspAyfj;jpy; elf;ff; $ba mj;jidiaAk; ghHf;fpd;whHfs;. td;Kiwf;fhl;rpfs; mtHfsJ ,jaj;ijg; ghjpj;Js;sd.

1995 vLf;fg;gl;lnjhU Gs;sptpguj;jpy;> NkiyehLfspy; xt;nthU ehSk; Foe;ijfs; 50 ypUe;J 100 tpsk;guj; Jz;Lg;glq;fisg; ghHf;fpd;whHfs;. Mz;Lf;F ,J 20 Mapuj;jpypUe;J 40 Mapuk; tpsk;guj; Jz;Lg; glq;fisg; ghHf;fpd;whHfs;. ,J mtHfsJ kdepiyapy; fLikahd ghjpg;ig Vw;gLj;Jfpd;wd. (Marketing Madness, Westview Press, 1995)

,e;jpaf; Foe;ijfSk; ,g;nghOJ tpsk;gug; nghwpapy; rpf;fp tUfpd;whHfs;. gs;spf; $lj;jpy; gbf;ff; $ba gps;isfs; flj;jy; ehlfk; NghLk; msTf;F ghjpf;fg;gl;bUf;fpd;whHfs; vd;gJ VNjh xU ,lj;jpy; jtW ele;jpUg;gjhf kl;Lk; fUj;jpy; nfhs;sf; $lhJ. khwhf> vj;jidNah jw;nfhiyfSk; ele;Js;sd. NjHtpy; Njhy;tp> Fiwthd kjpg;ngz;fs;> ngw;NwhHfspd; jpl;Ljy;fs;> Mrphpahpd; mjPj fz;bg;G Mfpait mtHfis jw;nfhiyfSf;F ,l;Lr; nrd;W tpLfpd;wd.

NkiyehLfspy; gps;isfs; td;Kiwfspd; gf;fk; nry;fpd;w mtyj;ij ehk; ghHf;fpd;Nwhk;. kPbahf;fspd; jhf;fk; jhd; mtHfis td;Kiw MAjq;fis ifahs;tjw;Fg; gapw;rp mspf;fpd;wd> Cf;fk; mspf;fpd;wd. ,e;jpag; gs;spf;$lq;fs; nfhQ;rk; nfhQ;rkhf td;Kiw my;yJ ntUg;G+l;Lk; tp\khf gps;isfSf;F khwp tUtijj; jhd; NkNy ehk; ghHj;j epfo;Tfs; rhl;rpak; gfHfpd;wd. vdNt> tUq;fhy ,isa rKjhak; rPHnflhky; ,Uf;f Ntz;Lnkd;why;> my;yJ topjtwhky; ,Uf;f Ntz;Lk; vd;why;> mjw;fhd fhuzq;fs; vd;d vd;gijf; fz;lwpe;J..> cstpay; hPjpapy; mtHfSf;F topfhl;l Ntz;baJ> ngw;NwhHfs;> MrphpaHfs;> muR kw;Wk; nghWg;Gs;stHfspd; gzpahFk;.

jiyefH nly;ypapy; xU khztd; ,d;ndhU khztpaplk; $lhj tpthfhuj;jpy; ,Ue;j nghOJ nry; Nghd; Nfkpuhtpdhy; glk; gpbf;fg;gl;lnjhU fhl;rpapd; %ykhf vOe;j rHr;irfisg; gw;wp mwpNthk;. ,itnay;yhk; ,e;jpaf; fy;tp kw;Wk; fy;tpf; $lq;fspd; mtyj;ij NjhYhpj;Jf; fhl;Lfpd;wd.

vdNt> ehisa ,sk; jiyKiwfs; fhg;ghw;wg;gl Ntz;Lnkd;why; ,d;iwf;Nf eltbf;if vLf;fg;gl;lhf Ntz;Lk;. ,y;iyNay;> ,e;jpahtpd; ,d;iwa tsHr;rp ehis ghjpf;fg;glyhk;. ,e;jpahtpd; nrhj;Jf;fs; ,isa jiyKiwfNs vd;gij muR czu Ntz;Lk;. cldb eltbf;if vLf;f Kw;gl Ntz;Lk;.

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