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

Foreword

Peter Drucker is widely acknowledged as the father of modern management. Occasionally, I have been carelessly called the father of modern marketing. If that is so, then Peter should be described as the grandfather of modern marketing.

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. Peter did not write a systematic treatise on marketing, but nevertheless marketing was on his mind when he discussed the customer-driven purpose of a company, the role of profits and leadership, the critical importance of innovation and entrepreneurship, the need to identify and research opportunities, and so on. We owe ...