Uslay, Can, Morgan, Robert E. ![]() |
Abstract
The authors review Peter Drucker’s contributions to marketing theory and practice. A bibliometric analysis of Drucker’s academic influence in marketing is presented. The five main tenets that are derived from the bibliometric study are expanded upon as follows: (1) The Marketing Concept: Creating Value for Customers; (2) Broadened Role of Marketing in Society: Corporate Social Responsibility, Consumerism, Social Marketing, and Lessons from Non-Profit Organizations; (3) Contributions to Marketing Strategy: The Obvious and Not So Obvious; (4) Marketing-Innovation Interface: New Product Development; (5) Future of Globalization: Rise of Non-National Enterprises.
Item Type: | Article |
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Date Type: | Publication |
Status: | Published |
Schools: | Schools > Business (Including Economics) |
Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
Uncontrolled Keywords: | Drucker ; Marketing concept ; Role of marketing ; Marketing strategy ; Corporate social responsibility ; Consumerism ; Non-profit organizations ; Corporate entrepreneurship ; Globalization ; Tribute ; Bibliometrics |
Additional Information: | Conceptual/Theoretical Paper From the issue entitled "Special Issue: A Tribute to Peter Drucker. Guest Editors: Jenny Darroch, George Day, and Stan Slater". |
Publisher: | Springer |
ISSN: | 0092-0703 |
Last Modified: | 19 Oct 2022 09:01 |
URI: | https://orca.cardiff.ac.uk/id/eprint/19752 |
Citation Data
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