Cohen, William A., 1937-
Drucker on marketing : lessons from the world's most influential business thinker / by William Cohen. - New York : McGraw-Hill, c2013. - xxi, 265 pages ; 24 cm.
Contents: Foreword -- Introduction -- Part 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 Any organization has only two functions: One concerns marketing, and the other is marketing -- 4 Drucker's marketing view -- 5 Marketing is leadership -- 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 marketing -- Part 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 strategies -- 13 Success by abandonment of profitable products -- 14 Marketing and selling are not complementary and may be adversarial -- Part 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 price -- Part V Drucker's unique 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 wont work -- 25 With drucker into the future -- Notes -- Index
English
9780071778626 [hardbound]
2012016985
Drucker, Peter F. 1909-2005.
Marketing.
Drucker on marketing : lessons from the world's most influential business thinker / by William Cohen. - New York : McGraw-Hill, c2013. - xxi, 265 pages ; 24 cm.
Contents: Foreword -- Introduction -- Part 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 Any organization has only two functions: One concerns marketing, and the other is marketing -- 4 Drucker's marketing view -- 5 Marketing is leadership -- 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 marketing -- Part 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 strategies -- 13 Success by abandonment of profitable products -- 14 Marketing and selling are not complementary and may be adversarial -- Part 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 price -- Part V Drucker's unique 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 wont work -- 25 With drucker into the future -- Notes -- Index
English
9780071778626 [hardbound]
2012016985
Drucker, Peter F. 1909-2005.
Marketing.