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Peter Drucker on marketing: an exploration of five tenets

Uslay, Can, Morgan, Robert E. ORCID: and Sheth, Jagdish N. 2009. Peter Drucker on marketing: an exploration of five tenets. Journal of the Academy of Marketing Science 37 (1) , pp. 47-60. 10.1007/s11747-008-0099-8

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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
Date Type: Publication
Status: Published
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

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