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 didnÂ’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.