Description
Book SynopsisTHE ESSENTIAL MARKETING WISDOM OF PETER DRUCKER
"Bill Cohen has done us a wonderful service by faithfully combing through Peter Drucker's vast writings and weaving together Peter's thoughts on marketing. This has never been done before." -- Philip Kotler, from the Foreword
Considered the single most important thought leader in the world of management, Peter Drucker had an equally significant influence on the discipline of marketing. Although he didnât approach marketing with the same systematic rigor he reserved for management, Druckeraddressed the topic in detail in his wellknown treatises on the roles of profitability and leadership, the importance of innovation, and the need to seize new opportunities.
Drucker on Marketing is the first comprehensivelook at the marketing wisdom of one of modern history's most influential business thinkers.
A former student of Peter Drucker, William Cohen has sifted through Drucker's huge body of work, single
Table of Contents
Introduction Drucker and His Different Marketing Approach
Part I The Ascendancy of Marketing
Chapter 1 Two Different Views on the Development of Marketing
Chapter 2 The Purpose of Business Is Not to Make a Profit
Chapter 3 Any Organization Has Only Two Functions: One Concerns Marketing, and the Other Is Marketing
Chapter 4 Drucker’s Marketing View
Chapter 5 Marketing Is Leadership
Part II Innovation and Entrepreneurship
Chapter 6 Where the Best Innovations Come From: The Seven Mothers of Invention
Chapter 7 Demand-Side Innovation
Chapter 8 Supply-Side Innovation
Chapter 9 Drucker’s Entrepreneurial Marketing
Part III Drucker’s Marketing Strategy
Chapter 10 The Best Way to Predict the Future Is to Create It
Chapter 11 The Fundamental Marketing Decision
Chapter 12 Drucker’s New Certainties for Formulating Marketing Strategy
Chapter 13 Success by Abandonment of Profitable Products
Chapter 14 Marketing and Selling Are Not Complementary and May Be Adversarial
Part IV New Product and Service Introduction
Chapter 15 How to Do Marketing Research the Drucker Way
Chapter 16 Exploiting Demographic Change
Chapter 17 Timing Isn’t Everything; It’s the Only Thing
Chapter 18 How to Avoid Major Failure
Chapter 19 Drucker’s Five Deadly Marketing Sins
Chapter 20 The Only Way to Set a Price
Part V Drucker’s Unique Marketing Insights
Chapter 21 Quality According to Drucker— It’s Not What You May Think
Chapter 22 Integrity Is Critical to Marketing
Chapter 23 The Dangers of Marketing Professionalism
Chapter 24 Why Buying Customers Won’t Work
Chapter 25 With Drucker into the Future
Notes
Index
About the Author
