The Practical Drucker

CHAPTER  |  TWENTY-FIVE

Drucker's Four Approaches to Entrepreneurial Marketing

Years ago, Peter Drucker wrote a book on entrepreneurship. I was not surprised at the timing because it was 1985, and entrepreneurship was all the rage. I had even written several books on the subject myself. What did surprise me was Drucker's writing a book on that subject. I had never known him to be interested in entrepreneurship. However, there were lots of things that I hadn't learned about Peter Drucker, even after my doctoral work with him and our becoming friends afterwards.

But I shouldn't have been surprised, because Peter Drucker knew a lot about a lot of subjects. I soon found out that he had taught entrepreneurship in New York in the 1950s. His book ...