Chapter 9Drucker’s Entrepreneurial Marketing

Entrepreneurship concerns transferring innovations into economic goods and services. It is not difficult to see its close relationship with marketing. Drucker not only identified this relationship but even wrote an entire book tying the two activities together. Moreover he not only recognized that entrepreneurship and the specialized marketing principles it required could be identified and structured, but that these needed to be organized for systematic application.1 His work in this specialized field of marketing began more than 60 years ago when a small group of executives met under his leadership at the Graduate Business School of New York University once a week for ongoing seminars on this topic. ...

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