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

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2012-10-17
  • Publisher: McGraw-Hill

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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

Forewordp. vii
Introduction Drucker and His Different Marketing Approachp. xiii
The Ascendancy of Marketing
Two Different Views on the Development of Marketingp. 3
The Purpose of Business Is Not to Make a Profitp. 11
Any Organization Has Only Two Functions: One Concerns Marketing, and the Other Is Marketingp. 19
Drucker's Marketing Viewp. 29
Marketing Is Leadershipp. 39
Innovation and Entrepreneurship
Where the Best Innovations Come From: The Seven Mothers of Inventionp. 53
Demand-Side Innovationp. 63
Supply-Side Innovationp. 73
Drucker's Entrepreneurial Marketingp. 85
Drucker's Marketing Strategy
The Best Way to Predict the Future Is to Create Itp. 99
The Fundamental Marketing Decisionp. 109
Drucker's New Certainties for Formulating Marketing Strategyp. 121
Success by Abandonment of Profitable Productsp. 133
Marketing and Selling Are Not Complementary and May Be Adversarialp. 141
New Product and Service Introduction
How to Do Marketing Research the Drucker Wayp. 153
Exploiting Demographic Changep. 163
Timing Isn't Everything; It's the Only Thingp. 171
How to Avoid Major Failurep. 181
Drucker's Five Deadly Marketing Sinsp. 189
The Only Way to Set a Pricep. 199
Drucker's Unique Marketing Insights
Quality According to Drucker-It's Not What You May Thinkp. 209
Integrity Is Critical to Marketingp. 217
The Dangers of Marketing Professionalismp. 227
Why Buying Customers Won't Workp. 235
With Drucker into the Futurep. 243
Notesp. 249
Indexp. 259
Table of Contents provided by Ingram. All Rights Reserved.

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