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Cohen, William A., 1937-
Drucker on marketing : lessons from the world's most influential business thinker / William A. Cohen
New York : McGraw-Hill, c2013
book jacket
Location Call Number Status
 3rd Floor  HF5415 .C5424 2013    AVAILABLE
Subject(s) Marketing
Marketing research
Subject Drucker, Peter F. (Peter Ferdinand), 1909-2005
Physical Description xxi, 265 p. ; 24 cm
Note Includes bibliographical references and index
Contents pt. 1. The ascendancy of marketing -- Two different views on the development of marketing -- The purpose of business is not to make a profit -- Any organization has only two functions : one concerns marketing, and the other is marketing -- Drucker's marketing view -- Marketing is leadership -- pt. 2. Innovation and entrepreneurship -- Where the best innovations come from : the seven mothers of invention -- Demand-side innovation -- Supply-side innovation -- Drucker's entrepreneurial marketing -- pt. 3. Drucker's marketing strategy -- The best way to predict the future is to create it -- The fundamental marketing decision -- Drucker's new certainties for formulating marketing strategy -- Success by abandonment of profitable products -- Marketing and selling are not complementary and may be adversarial -- pt. 4. New product and service introduction -- How to do marketing research the Drucker way -- Exploiting demographic change -- Timing isn't everything; it's the only thing -- How to avoid major failure -- Drucker's five deadly marketing sins -- The only way to set a price -- pt. 5. Drucker's unique marketing insights -- Quality according to Drucker : it's not what you think -- Integrity is critical to marketing -- The dangers of marketing professionalism -- Why buying customers won't work -- With Drucker into the future
Summary Considered the single most important thought leader in the world of management, Peter Drucker had an equally significant influence on the discipline of marketing. Drucker on Marketing is the first comprehensive look at the marketing wisdom of one of modern history's most influential business thinkers

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