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

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IntroductionDrucker and His Different Marketing Approach

Most marketing professors spend their entire working lives without developing or uncovering a single concept of note or generating much fame outside their own university. Yet there is one, Philip Kotler of the Kellogg School of Management at Northwestern University, who has uncovered many concepts of note and achieved fame outside his own university. Ask anyone who has contributed most to the discipline of marketing, and you’ll hear the name Philip Kotler. Kotler developed new concepts in marketing including demarketing, megamarketing, turbomarketing, and synchromarketing—and much more. His textbook on marketing management has been the world’s most widely used marketing textbook for many ...

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