Drucker on Marketing: Lessons from the World's Most Influential Business Thinker
by Cohen, WilliamEdition: 1st
Format: Hardcover
Pub. Date: 2012-10-17
Publisher(s): McGraw-Hill Education
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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 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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