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: The
Ascendancy of Marketing Innovation and Entrepreneurship Drucker's
Marketing Strategy New Product and Service Introduction 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
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.