January 2020
Beginner to intermediate
224 pages
4h 59m
English
Content preview from Myths of Marketing
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MARKETING IS SOLELY THE RESPONSIBILITY OF THE MARKETING DEPARTMENT
Peter Drucker, one of the most influential figures on business theory, wrote in his book The Practice of Management: ‘Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business’ [1].
If marketing goes to the very core of a business, how can the responsibility for it resolve in one part of the organization? Looking at the traditional marketing mix, it seems ludicrous that all these areas would be left to one department. If they were, the chief marketing ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.