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

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Chapter 18How to Avoid Major Failure

Drucker knew how to avoid major failure in marketing. His solution may surprise you, as it meant breaking with a successful past, but in Drucker’s mind, it was absolutely essential.

Why You Shouldn’t Copy Past Success Forever

Drucker believed that if you continue to do what made you successful in the past, you will eventually fail. This has been true in all times and in every field including not only marketing and business but war and politics. Companies, industries, countries, and even individuals failing to understand this single principle litter history. Moreover, the error is not simply in continuing to market the same product or service without thought to its eventual abandonment. It has long been recognized ...

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