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

Chapter 1Two Different Views on the Development of Marketing

Traditionally marketing theorists have categorized marketing by different eras of marketing development. These eras are important to understand because they not only help to explain the development of marketing thought, but if we can understand why these eras occurred, they will help us in formulating marketing strategies in a variety of environments in both the present and the future. Drucker did not use this approach. Nevertheless, we need to understand this traditional approach before we look at Drucker’s analysis of marketing development because the two differ conceptually, and these differences provide insights necessary to understand the basis of Drucker’s thinking. While different ...