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

ISBN-10: 0071778624

ISBN-13: 9780071778626

Edition: 2013

Authors: William Cohen

List price: $43.95
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Book details

List price: $43.95
Copyright year: 2013
Publisher: McGraw-Hill Companies, The
Publication date: 9/26/2012
Binding: Hardcover
Pages: 288
Size: 6.25" wide x 9.00" long x 0.85" tall
Weight: 1.232
Language: English

Foreword
Introduction Drucker and His Different Marketing Approach
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
Innovation and Entrepreneurship
Where the Best Innovations Come From: The Seven Mothers of Invention
Demand-Side Innovation
Supply-Side Innovation
Drucker's Entrepreneurial Marketing
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
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
Drucker's Unique Marketing Insights
Quality According to Drucker-It's Not What You May Think
Integrity Is Critical to Marketing
The Dangers of Marketing Professionalism
Why Buying Customers Won't Work
With Drucker into the Future
Notes
Index