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

Introduction Drucker and His Different Marketing Approach
Part I The Ascendancy of Marketing
Chapter 1 Two Different Views on the Development of Marketing
Chapter 2 The Purpose of Business Is Not to Make a Profit
Chapter 3 Any Organization Has Only Two Functions: One Concerns Marketing, and the Other Is Marketing
Chapter 4 Drucker’s Marketing View
Chapter 5 Marketing Is Leadership
Part II Innovation and Entrepreneurship
Chapter 6 Where the Best Innovations Come From: The Seven Mothers of Invention
Chapter 7 Demand-Side Innovation
Chapter 8 Supply-Side Innovation
Chapter 9 Drucker’s Entrepreneurial Marketing
Part III Drucker’s Marketing Strategy
Chapter 10 The Best Way to Predict the Future Is to Create It
Chapter 11 The Fundamental Marketing Decision
Chapter 12 Drucker’s New Certainties for Formulating Marketing Strategy
Chapter 13 Success by Abandonment of Profitable Products
Chapter 14 Marketing and Selling Are Not Complementary and May Be Adversarial
Part IV New Product and Service Introduction
Chapter 15 How to Do Marketing Research the Drucker Way
Chapter 16 Exploiting Demographic Change
Chapter 17 Timing Isn’t Everything; It’s the Only Thing
Chapter 18 How to Avoid Major Failure
Chapter 19 Drucker’s Five Deadly Marketing Sins
Chapter 20 The Only Way to Set a Price
Part V Drucker’s Unique Marketing Insights
Chapter 21 Quality According to Drucker— It’s Not What You May Think
Chapter 22 Integrity Is Critical to Marketing
Chapter 23 The Dangers of Marketing Professionalism
Chapter 24 Why Buying Customers Won’t Work
Chapter 25 With Drucker into the Future
Notes
Index
About the Author

THE ESSENTIAL MARKETING WISDOM OF PETER DRUCKER

"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, from the Foreword

Considered 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 wellknown 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:

1. The Ascendancy of Marketing
2. Innovation and Entrepreneurship
3. Drucker's Marketing Strategy
4. New Product and Service Introduction
5. Drucker's Unique Marketing Insights

For 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.

Praise for Drucker on Marketing

"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

"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.com