Drucker on marketing: lessons from the world's most influential business thinker
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York, NY [u.a.]
McGraw-Hill
2013
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| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXI, 265 S. |
| ISBN: | 0071778624 9780071778626 |
Staff View
MARC
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Record in the Search Index
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| adam_text | Titel: Drucker on marketing
Autor: Cohen, William A
Jahr: 2013
Contents
Foreword vii
Introduction Drucker and His Different Marketing Approach xiii
Parti
The Ascendancy of Marketing
1 Two Different Views on the Development of Marketing 3
2 The Purpose of Business Is Not to Make a Profit 11
3 Any Organization Has Only Two Functions: One Concerns
Marketing, and the Other Is Marketing 19
4 Drucker s Marketing View 29
5 Marketing Is Leadership 39
Part II
Innovation and Entrepreneurship
6 Where the Best Innovations Come From: The Seven Mothers
of Invention 53
7 Demand-Side Innovation 63
8 Supply-Side Innovation 73
9 Drucker s Entrepreneurial Marketing 85
Part III
Drucker s Marketing Strategy
10 The Best Way to Predict the Future Is to Create It 99
11 The Fundamental Marketing Decision 109
12 Drucker s New Certainties for Formulating Marketing Strategy 121
13 Success by Abandonment of Profitable Products 133
14 Marketing and Selling Are Not Complementary and May
Be Adversarial 141
Vi CONTENTS
Part IV
New Product and Service Introduction
15 How to Do Marketing Research the Drucker Way 153
16 Exploiting Demographic Change 163
17 Timing Isn t Everything; It s the Only Thing 171
18 How to Avoid Major Failure 181
19 Drucker s Five Deadly Marketing Sins 189
20 The Only Way to Set a Price 199
PartV
Drucker s Unique Marketing Insights
21 Quality According to Drucker-It s Not What You
May Think 209
22 Integrity Is Critical to Marketing 217
23 The Dangers of Marketing Professionalism 227
24 Why Buying Customers Won t Work 235
25 With Drucker into the Future 243
Notes 249
Index 259
|
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| dewey-full | 658.8 |
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| discipline | Wirtschaftswissenschaften |
| format | Book |
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| illustrated | Not Illustrated |
| indexdate | 2024-07-10T00:26:27Z |
| institution | BVB |
| isbn | 0071778624 9780071778626 |
| language | English |
| lccn | 2012016985 |
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| physical | XXI, 265 S. |
| publishDate | 2013 |
| publishDateSearch | 2013 |
| publishDateSort | 2013 |
| publisher | McGraw-Hill |
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| spelling | Cohen, William A. 1937- Verfasser (DE-588)134071549 aut Drucker on marketing lessons from the world's most influential business thinker William A. Cohen New York, NY [u.a.] McGraw-Hill 2013 XXI, 265 S. txt rdacontent n rdamedia nc rdacarrier Drucker, Peter F (Peter Ferdinand) 1909-2005 Drucker, Peter F. 1909-2005 (DE-588)118527568 gnd rswk-swf Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 Drucker, Peter F. 1909-2005 (DE-588)118527568 p Drucker, Peter F. 1909-2005 Sonstige (DE-588)118527568 oth Erscheint auch als Online-Ausgabe 0-07-177863-2 Erscheint auch als Online-Ausgabe 978-0-07-177863-3 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025402963&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Cohen, William A. 1937- Drucker on marketing lessons from the world's most influential business thinker Drucker, Peter F (Peter Ferdinand) 1909-2005 Drucker, Peter F. 1909-2005 (DE-588)118527568 gnd Marketing Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)118527568 (DE-588)4037589-4 |
| title | Drucker on marketing lessons from the world's most influential business thinker |
| title_auth | Drucker on marketing lessons from the world's most influential business thinker |
| title_exact_search | Drucker on marketing lessons from the world's most influential business thinker |
| title_full | Drucker on marketing lessons from the world's most influential business thinker William A. Cohen |
| title_fullStr | Drucker on marketing lessons from the world's most influential business thinker William A. Cohen |
| title_full_unstemmed | Drucker on marketing lessons from the world's most influential business thinker William A. Cohen |
| title_short | Drucker on marketing |
| title_sort | drucker on marketing lessons from the world s most influential business thinker |
| title_sub | lessons from the world's most influential business thinker |
| topic | Drucker, Peter F (Peter Ferdinand) 1909-2005 Drucker, Peter F. 1909-2005 (DE-588)118527568 gnd Marketing Marketing (DE-588)4037589-4 gnd |
| topic_facet | Drucker, Peter F (Peter Ferdinand) 1909-2005 Drucker, Peter F. 1909-2005 Marketing |
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