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

William A. Cohen - Drucker on MarketingTHE ESSENTIAL MARKETING WISDOM OF PETER DRUCKERConsidered the single most important thought leader in the world of management, Peter Drucker had an equally significant influence on the discipline of marketing. Although he didn't approach marketing with the same systematic rigor he reserved for management, Drucker addressed the topic in detail in his well-known treatises on the roles of profitability and leadership, the importance of innovation, and the need to seize new opportunities.Drucker on Marketing is the first comprehensive look at the marketing wisdom of one of modern history's most influential business thinkers.A former student of Peter Drucker, William Cohen has sifted through Drucker's huge body of work, singled out his most salient ideas on marketing, and constructed them into a framework that not only outlines Drucker's marketing philosophy but provides practical advice on how to achieve marketing goals in today's business setting. The book is organized into five thematic sections: The Ascendancy of Marketing; Innovation and Entrepreneurship; Drucker's Marketing Strategy; New Product and Service Introduction; Drucker's Unique Marketing InsightsFor Drucker, profitability should not be the main focus of a business. The customer should be; the market should be. He didn't consider marketing as one of many tools to generate profits. Rather, he viewed marketing as the driving force of business, a philosophy for defining and capturing the most enriching customer opportunities.Providing unique insight into the mind of one of the twentieth century's greatest thinkers, Drucker on Marketing is an essential read for both marketing professionals and fans of Peter Drucker.Reviews:"Bill Cohen's interpretation of Drucker's work has never been needed more than today, when marketing spells the difference between success and failure." --Frances Hesselbein, President and CEO, The Frances Hesselbein Leadership Institute"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." --Philip Kotler"It is my desire that those in positions of influence, especially executives, professors, and students, take Cohen's advice in this book to heart and help their organizations to help us all." --Joseph A. Maciariello, Horton Professor of Management, The Drucker School of Management, and coauthor of The Drucker Difference"Drucker on Marketing reflects Bill Cohen's unique ability to understand and communicate Peter Drucker's thoughts and ideas about [marketing] with the added touch of how to implement them in a dynamic and changing world." --C. William Pollard, Chairman Emeritus, The ServiceMaster Company"Drucker said it best when he said that marketing and innovation are the most important business functions because they generate new customers. So, believe me, anything he said about marketing is worth reading. There's no better thinker." --Jack Trout, global marketing expert, President, Trout & Partners Ltd., and bestselling coauthor of Positioning"Bill Cohen has synthesized and analyzed and brought to life the single subject that, in many respects, lies at the heart of all of Drucker's writing: how to create a customer. This is a major contribution." --Rick Wartzman, Executive Director, The Drucker Institute, and columnist for Forbes.comContents:ForewordIntroduction: Drucker and His Different Marketing ApproachPart I: The Ascendancy of Marketing   1  Two Different Views on the Development of Marketing   2  The Purpose of Business is Not to Make a Profit   3  An Organization Only Has Two Functions: One Concerns Marketing, and the Other Is Marketing   4  Drucker's Marketing View   5  Marketing is LeadershipPart II: Innovation and Entrepreneurship   6  Where the Best Innovations Come From: The Seven Mothers of Invention   7  Demand-Side Innovation   8  Supply-Side Innovation   9  Drucker's Entrepreneurial MarketingPart III: Drucker's Marketing Strategy 10  The Best Way to Predict the Future is to Create It 11  The Fundamental Marketing Decision 12  Drucker's New Certainties for Formulating Marketing Strategy 13  Success by Abandonment of Profitable Products 14  Marketing and Selling are Not Complementary, and May Be AdversarialPart IV: New Product and Service Introduction 15  How to Do Marketing Research the Drucker Way 16  Exploiting Demographic Change 17  Timing Isn't Everything; It's the Only Thing 18  How to Avoid Major Failure 19  Drucker's Five Deadly Marketing Sins 20  The Only Way to Set a PricePart V: Drucker's Marketing Insights 21  Quality According to Drucker--It's Not What You May Think 22  Integrity is Critical to Marketing 23  The Dangers of Marketing Professionalism 24  Why Buying Customers Won't Work 25  With Drucker Into the FutureNotesIndexFormat: EPUBLength: 288 pagesPublished: 2012 by McGraw-HillISBN: 0071778632