Drucker on Marketing: Lessons from the World's Most Influential Business Thinker

by Cohen, William

• ISBN13: 9780071778626
• ISBN10: 0071778624
• Edition: 1st
• Format: Hardcover
• Copyright: 2012-10-17
• Publisher: McGraw-Hill Education

Summary

For the first time ever, Peter Drucker's widely influential marketing wisdom collected all in one volume Considered the single most important thought leader in the world of management, Peter Drucker had an equally significant influence on the discipline of marketing. Drucker on Marketingorganizes into a cohesive volume Drucker's writings on innovation, entrepreneurship, strategy, and product introduction through the lens of marketing. William A. Cohen, Ph.D., has written two books on Drucker and serves on the Board of Visitors of the Peter F. Drucker and Masatoshi Ito Graduate School of Management. He is also Vice President of the Peter Drucker Academies of China and Hong Kong.

Table of Contents

Foreword	p. vii
Introduction Drucker and His Different Marketing Approach	p. xiii
The Ascendancy of Marketing
Two Different Views on the Development of Marketing	p. 3
The Purpose of Business Is Not to Make a Profit	p. 11
Any Organization Has Only Two Functions: One Concerns Marketing, and the Other Is Marketing	p. 19
Drucker's Marketing View	p. 29
Marketing Is Leadership	p. 39
Innovation and Entrepreneurship
Where the Best Innovations Come From: The Seven Mothers of Invention	p. 53
Demand-Side Innovation	p. 63
Supply-Side Innovation	p. 73
Drucker's Entrepreneurial Marketing	p. 85
Drucker's Marketing Strategy
The Best Way to Predict the Future Is to Create It	p. 99
The Fundamental Marketing Decision	p. 109
Drucker's New Certainties for Formulating Marketing Strategy	p. 121
Success by Abandonment of Profitable Products	p. 133
Marketing and Selling Are Not Complementary and May Be Adversarial	p. 141
New Product and Service Introduction
How to Do Marketing Research the Drucker Way	p. 153
Exploiting Demographic Change	p. 163
Timing Isn't Everything; It's the Only Thing	p. 171
How to Avoid Major Failure	p. 181
Drucker's Five Deadly Marketing Sins	p. 189
The Only Way to Set a Price	p. 199
Drucker's Unique Marketing Insights
Quality According to Drucker-It's Not What You May Think	p. 209
Integrity Is Critical to Marketing	p. 217
The Dangers of Marketing Professionalism	p. 227
Why Buying Customers Won't Work	p. 235
With Drucker into the Future	p. 243
Notes	p. 249
Index	p. 259
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