Chapter 4Drucker’s Marketing View

The View is the name of a popular television morning talk show on ABC. It features a group of five women of different backgrounds and experiences discussing and vigorously arguing their views of the events of the day. Drucker had a view, too, which preceded this show by many years. It never appeared on television, but he did argue his point of view over many years. And he called it “the marketing view.” Much to his chagrin, it came to be called “The Total Marketing Approach.” He did not like this term because he felt it was too fancy and frequently misrepresented an entity that is not really a total marketing approach or his marketing view at all. Regardless, the name persisted. No matter what you call it, the ...

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