Bill Cohen's interpretation of Drucker's work has never been needed more than today, when marketing spells difference between success and failure. In this book, Drucker on Marketing reflects Bill Cohen's ability to understand and communicate Peter Drucker's thoughts and ideas about [marketing].
Bill Cohen's interpretation of Drucker's work has never been needed more than today, when marketing spells difference between success and failure. In this book, Drucker on Marketing reflects Bill Cohen's ability to understand and communicate Peter Drucker's thoughts and ideas about [marketing].
WILLIAM A. COHEN, PhD, a retired Air Force major general, has written two previous books on Drucker. He was the first graduate of the PhD program Drucker developed and taught for practicing executives at the Peter F. Drucker and Masatoshi Ito Graduate School of Management at Claremont Graduate University where Cohen now serves on the Board of Visitors. He writes a monthly column, "Lessons from Peter Drucker," for several Internet newsletters including Human Resources IQ and is president of the California Institute of Advanced Management, located in El Monte, California.
Inhaltsangabe
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
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
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