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Peter Drucker on marketing: an exploration of five tenets |
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| Authors: | Can Uslay Robert E. Morgan Jagdish N. Sheth | ||
| Affiliation: | (1) Argyros School of Business and Economics, Chapman University, One University Drive, Orange, CA 92866, USA;(2) Cardiff Business School, Cardiff University, Colum Drive, Cardiff, CF10 3EU, United Kingdom;(3) Goizueta Business School, Emory University, 1300 Clifton Road, Atlanta, GA 30322, USA | ||
| 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.
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| Keywords: | Drucker Marketing concept Role of marketing Marketing strategy Corporate social responsibility Consumerism Non-profit organizations Corporate entrepreneurship Globalization Tribute Bibliometrics | ||
| 本文献已被 SpringerLink 等数据库收录！ | |||
