Drucker on marketing : lessons from the world's most influential business thinker
Record details
- ISBN: 0071778624 (alk. paper)
- ISBN: 9780071778626 (alk. paper)
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Physical Description:
xxi, 265 p. ; 24 cm.
print - Publisher: New York : McGraw-Hill, c2013.
Content descriptions
Bibliography, etc. Note: | Includes bibliographical references and index. |
Formatted Contents Note: | 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. |
Search for related items by subject
Subject: | Drucker, Peter F. (Peter Ferdinand) 1909-2005 Marketing |
Available copies
- 1 of 1 copy available at Kirtland Community College.
Holds
- 0 current holds with 1 total copy.
Show Only Available Copies
Location | Call Number / Copy Notes | Barcode | Shelving Location | Status | Due Date |
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Kirtland Community College Library | HF 5415 .C644 2013 | 30775305457302 | General Collection | Available | - |