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

Book Description

THE 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 ForewordConsidered 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 didn’t approach marketing with the same systematic rigor he reserved for management, Drucker addressed the topic in detail in his well known 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 comprehensive look 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, singled out hismost salient ideas on marketing, and constructed them into a framework that not only outlines Drucker’s marketing philosophy but provides practical advice on how to achieve marketing goals in today’s business setting.

Table of Contents

  1. Cover Page
  2. Drucker on Marketing : Lessons from the World's Most Influential Business Thinker
  3. Copyright
  4. Contents
  5. Foreword
  6. Introduction Drucker and His Different Marketing Approach
  7. Part I The Ascendancy of Marketing
    1. Chapter 1 Two Different Views on the Development of Marketing
    2. Chapter 2 The Purpose of Business Is Not to Make a Profit
    3. Chapter 3 Any Organization Has Only Two Functions: One Concerns Marketing, and the Other Is Marketing
    4. Chapter 4 Drucker’s Marketing View
    5. Chapter 5 Marketing Is Leadership
  8. Part II Innovation and Entrepreneurship
    1. Chapter 6 Where the Best Innovations Come From: The Seven Mothers of Invention
    2. Chapter 7 Demand-Side Innovation
    3. Chapter 8 Supply-Side Innovation
    4. Chapter 9 Drucker’s Entrepreneurial Marketing
  9. Part III Drucker’s Marketing Strategy
    1. Chapter 10 The Best Way to Predict the Future Is to Create It
    2. Chapter 11 The Fundamental Marketing Decision
    3. Chapter 12 Drucker’s New Certainties for Formulating Marketing Strategy
    4. Chapter 13 Success by Abandonment of Profitable Products
    5. Chapter 14 Marketing and Selling Are Not Complementary and May Be Adversarial
  10. Part IV New Product and Service Introduction
    1. Chapter 15 How to Do Marketing Research the Drucker Way
    2. Chapter 16 Exploiting Demographic Change
    3. Chapter 17 Timing Isn’t Everything; It’s the Only Thing
    4. Chapter 18 How to Avoid Major Failure
    5. Chapter 19 Drucker’s Five Deadly Marketing Sins
    6. Chapter 20 The Only Way to Set a Price
  11. Part V Drucker’s Unique Marketing Insights
    1. Chapter 21 Quality According to Drucker— It’s Not What You May Think
    2. Chapter 22 Integrity Is Critical to Marketing
    3. Chapter 23 The Dangers of Marketing Professionalism
    4. Chapter 24 Why Buying Customers Won’t Work
    5. Chapter 25 With Drucker into the Future
  12. Notes
  13. Index
  14. About the Author