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پیتر دراکر و بازاریابی؛ درسهایی از متنفذترین متفکر عرصه کاروکسب
فیلیپ کاتلر در مقدمه کتاب «پیتر دراکر و بازاریابی: درسهایی از متنفذترین متفکر عرصه کسبوکار» مینویسد: بیل کوهن، با جمعآوری دستنوشتههای پیتر دراکر و تلفیق آنها با افکار او، خدمت بسیار ارزشمندی کرده است؛ کاری که قبلا هرگز انجام نشده بود. پیتر دراکر رساله منظمی درباره بازاریابی ننوشته است، اما وقتی او راجع به اهداف مشتریمحور یک شرکت، نقش سودها و رهبری، اهمیت اساسی نوآوری و کارآفرینی و شناسایی و بررسی فرصتها و مسائلی از این دست صحبت میکرد، به بازاریابی میاندیشید. ما این مهم را مدیون بیل کوهن هستیم؛ همان کسی که دیدگاههای دراکر درباره همه جنبههای بازاریابی را جمعآوری و در قالب ۲۵ فصل در این کتاب عرضه کرد.
THE ESSENTIAL MARKETING WISDOM OF PETER DRUCKER""Bill Cohen has done us a wonderful service by faithfully combing through Peter Drucker's vast writings and weaving together Peter's thoughts on marketing. This has never been done before."" -- Philip Kotler, from the Foreword
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 didn't approach marketing with the same systematic rigor he reserved for management, Druckeraddressed 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 comprehensivelook 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 hismost salient ideas on marketing, and constructedthem into a framework that not only outlines Drucker's marketing philosophy but provides practical advice onhow to achieve marketing goals in today's business setting. The book is organized into five thematic sections: The Ascendancy of MarketingInnovation and EntrepreneurshipDrucker's Marketing StrategyNew Product and Service IntroductionDrucker'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 andcapturing 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.
Praise for "Drucker on Marketing"
""Bill Cohen's interpretation of Drucker's work has never been needed more than today, when marketing spells the difference between success and failure."" -- Frances Hesselbein, President and CEO, The Frances Hesselbein Leadership Institute
""It is my desire that those in positions of influence, especially executives, professors, and students, take Cohen's advice in this book to heart and help their organizations to help us all."" -- Joseph A. Maciariello, Horton Professor of Management, The Drucker School of Management, and coauthor of The Drucker Difference
""Drucker on Marketing reflects Bill Cohen's unique ability to understand and communicate Peter Drucker's thoughts and ideas about [marketing] with the added touch of how to implement them in a dynamic and changing world."" -- C. William Pollard, Chairman Emeritus, The ServiceMaster Company
""Drucker said it best when he said that marketing and innovation are the most important business functions because they generate new customers. So, believe me, anything he said about marketing is worth reading. There's no better thinker."" -- Jack Trout, global marketing expert, President, Trout & Partners Ltd., and bestselling coauthor of Positioning
""Bill Cohen has synthesized and analyzed and brought to life the single subject that, in many respects, lies at the heart of all of Drucker's writing: how to create acustomer. This is a major contribution."" -- Rick Wartzman, Executive Director, The Drucker Institute, and columnist for Forbes.com
THE ESSENTIAL MARKETING WISDOM OF PETER DRUCKER""Bill Cohen has done us a wonderful service by faithfully combing through Peter Drucker's vast writings and weaving together Peter's thoughts on marketing. This has never been done before."" -- Philip Kotler, from the Foreword
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 didn't approach marketing with the same systematic rigor he reserved for management, Druckeraddressed 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 comprehensivelook 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 hismost salient ideas on marketing, and constructedthem into a framework that not only outlines Drucker's marketing philosophy but provides practical advice onhow to achieve marketing goals in today's business setting. The book is organized into five thematic sections: The Ascendancy of MarketingInnovation and EntrepreneurshipDrucker's Marketing StrategyNew Product and Service IntroductionDrucker'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 andcapturing 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.
Praise for "Drucker on Marketing"
""Bill Cohen's interpretation of Drucker's work has never been needed more than today, when marketing spells the difference between success and failure."" -- Frances Hesselbein, President and CEO, The Frances Hesselbein Leadership Institute
""It is my desire that those in positions of influence, especially executives, professors, and students, take Cohen's advice in this book to heart and help their organizations to help us all."" -- Joseph A. Maciariello, Horton Professor of Management, The Drucker School of Management, and coauthor of The Drucker Difference
""Drucker on Marketing reflects Bill Cohen's unique ability to understand and communicate Peter Drucker's thoughts and ideas about [marketing] with the added touch of how to implement them in a dynamic and changing world."" -- C. William Pollard, Chairman Emeritus, The ServiceMaster Company
""Drucker said it best when he said that marketing and innovation are the most important business functions because they generate new customers. So, believe me, anything he said about marketing is worth reading. There's no better thinker."" -- Jack Trout, global marketing expert, President, Trout & Partners Ltd., and bestselling coauthor of Positioning
""Bill Cohen has synthesized and analyzed and brought to life the single subject that, in many respects, lies at the heart of all of Drucker's writing: how to create acustomer. This is a major contribution."" -- Rick Wartzman, Executive Director, The Drucker Institute, and columnist for Forbes.com
- GenresBusiness
Paperback
First published September 22, 2012
25 people are currently reading
108 people want to read
About the author
William A. Cohen
94 books30 followersWilliam A. Cohen, Ph.D. (Pasadena, CA) is an authority on leadership and strategy formulation and deployment. He gives speeches and seminars for the Industrial College of the Armed Forces, the Air War College, the FBI Academy, all four armed services, and corporations from Boeing to The Cheesecake Factory. He is the author of many books including The New Art of the Leader, The Wisdom of the Generals , and How to Make It Big as a Consultant (978-0-8144-7073-2).
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Displaying 1 - 11 of 11 reviews
August 6, 2019
این کتاب مملو از استراتژیهای اصیل بازاریابیست. خوندن این کتاب برای هر کسی که در حوزه بازاریابی فعالیت می کنه ضروریه. من در نوشته زیر از مطالب این کتاب خیلی استفاده کردم
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February 7, 2013
Peter Drucker - management theorist, academic and thought-leader - was one of the leading lights in management theory with around 40 published books to his name, prior to his death in 2005. Although he didn't write a specific text on marketing, he always held that marketing (along with innovation) was one of the key purposes of any business. And so, in Drucker on Marketing, his good friend and student William Cohen has brought together the disparate strands of Drucker's thoughts and theories on the subject into a cohesive overview.
William Cohen's approach seeks to emphasise Drucker's point that the only reason for a business to generate profits should be to drive investment in marketing - a function that Drucker saw as being inherently distinct from and sometimes even in opposition to selling - and innovation, without which any business, no matter how vast or profitable, was eventually doomed to stagnation and failure. In doing so, he collates a number of points that Drucker may have originally made in the context of some seemingly diverse element of management theory and shows how each can be applied to he essential function of marketing.
Drucker's writing spans a period that has seen some of the most revolutionary changes in the way the world does business; from the highly localised, factory-driven heyday of the advertising-industrial complex in the 1950s to 1980s, through to the rise of the World Wide Web-driven knowledge economy of the 1990s and beyond. As a result, some of his ideas - in work that Drucker was publishing as far back as the 1950s, which Cohen tells us were often disregarded or disparaged when first published - come across as distinctly revolutionary for their time, but within them it's easy to see the roots and potential source material for a lot of thinking and writing by many modern-day marketing and business gurus; Seth Godin, Guy Kawasaki, Clay Shirky, Mike Shatzkin and many others.
Examples might be the idea that profit, whilst essential to the survival of a business, shouldn't be regarded as a primary goal, but a means to an end: allowing investment in marketing and innovation. Or that the sole purpose of a business is not to generate a profit, but to create a customer and to continue to supply the wants and needs of that customer for as long as it remains profitable to do so. And, most importantly, because the customer is the final decider and arbiter of what constitutes both value and quality - according to their own requirements and most definitely not the profit-generation requirements of the business - the business should seek to do all of the above by marketing - discovering what the market wants and then supplying it to customers - as opposed to merely attempting to sell whatever the business has decided to produce, or seeking to buy customers with discounts or under-pricing; a strategy that Drucker suggested was always prone to long-term failure. All of the above are principles and methods that many of the most hugely successful companies of the last twenty years have embraced and successfully leveraged, whilst many seemingly permanent 'established' brands have fallen by the way-side and disappeared.
It all makes for involving reading for anyone interested in the development of marketing and management theory over the past few decades. Many of the practical suggestions made by Drucker over the years - clear statement of business purpose and goals, constant investment in marketing and innovation, regular product reviews, focusing on delivering customer-determined value and quality and maintaining integrity in every single transaction and long-term relationship alike - are still highly relevant today and many businesses would benefit from applying them to their own business models.
The only, very slight, caveat to this volume is that due to the essentially retrospective nature of the work there's not much in the way of revelatory insight to be gleaned. All the ideas presented here are established ones, initially voiced by Drucker, subsequently developed and reinforced by many other writers and theorists. A reader in search of startling new concepts may end up mildly disappointed. But a reader who's interested in the roots of much of today's marketing thought and theory, or effective suggestions as to the development of a road-map for the future development of their business, will find much of the original source material here, presented in a neat and easily-digestible package. William Cohen's volume is highly recommended from that point of view.
William Cohen's approach seeks to emphasise Drucker's point that the only reason for a business to generate profits should be to drive investment in marketing - a function that Drucker saw as being inherently distinct from and sometimes even in opposition to selling - and innovation, without which any business, no matter how vast or profitable, was eventually doomed to stagnation and failure. In doing so, he collates a number of points that Drucker may have originally made in the context of some seemingly diverse element of management theory and shows how each can be applied to he essential function of marketing.
Drucker's writing spans a period that has seen some of the most revolutionary changes in the way the world does business; from the highly localised, factory-driven heyday of the advertising-industrial complex in the 1950s to 1980s, through to the rise of the World Wide Web-driven knowledge economy of the 1990s and beyond. As a result, some of his ideas - in work that Drucker was publishing as far back as the 1950s, which Cohen tells us were often disregarded or disparaged when first published - come across as distinctly revolutionary for their time, but within them it's easy to see the roots and potential source material for a lot of thinking and writing by many modern-day marketing and business gurus; Seth Godin, Guy Kawasaki, Clay Shirky, Mike Shatzkin and many others.
Examples might be the idea that profit, whilst essential to the survival of a business, shouldn't be regarded as a primary goal, but a means to an end: allowing investment in marketing and innovation. Or that the sole purpose of a business is not to generate a profit, but to create a customer and to continue to supply the wants and needs of that customer for as long as it remains profitable to do so. And, most importantly, because the customer is the final decider and arbiter of what constitutes both value and quality - according to their own requirements and most definitely not the profit-generation requirements of the business - the business should seek to do all of the above by marketing - discovering what the market wants and then supplying it to customers - as opposed to merely attempting to sell whatever the business has decided to produce, or seeking to buy customers with discounts or under-pricing; a strategy that Drucker suggested was always prone to long-term failure. All of the above are principles and methods that many of the most hugely successful companies of the last twenty years have embraced and successfully leveraged, whilst many seemingly permanent 'established' brands have fallen by the way-side and disappeared.
It all makes for involving reading for anyone interested in the development of marketing and management theory over the past few decades. Many of the practical suggestions made by Drucker over the years - clear statement of business purpose and goals, constant investment in marketing and innovation, regular product reviews, focusing on delivering customer-determined value and quality and maintaining integrity in every single transaction and long-term relationship alike - are still highly relevant today and many businesses would benefit from applying them to their own business models.
The only, very slight, caveat to this volume is that due to the essentially retrospective nature of the work there's not much in the way of revelatory insight to be gleaned. All the ideas presented here are established ones, initially voiced by Drucker, subsequently developed and reinforced by many other writers and theorists. A reader in search of startling new concepts may end up mildly disappointed. But a reader who's interested in the roots of much of today's marketing thought and theory, or effective suggestions as to the development of a road-map for the future development of their business, will find much of the original source material here, presented in a neat and easily-digestible package. William Cohen's volume is highly recommended from that point of view.
June 9, 2018
Note: I’m not a marketer by trade and I’ve also never studied this field.
I found the book thought-provoking. It attacks marketing from many different angles, it tries to convey core principles. These principles are supported by human nature itself. Even though we live in vastly different world century to century, human nature, ambitions, personalities, motivation remain almost constant in my humble opinion.
The guidance provided in this book seemed to be a “common sense” most of the time to me. Even though not readily apparent to a layman. It is a book for people, who can adjust and extend ideas presented to modern times.
You won’t find any how-tos or quick solutions here.
I found the book thought-provoking. It attacks marketing from many different angles, it tries to convey core principles. These principles are supported by human nature itself. Even though we live in vastly different world century to century, human nature, ambitions, personalities, motivation remain almost constant in my humble opinion.
The guidance provided in this book seemed to be a “common sense” most of the time to me. Even though not readily apparent to a layman. It is a book for people, who can adjust and extend ideas presented to modern times.
You won’t find any how-tos or quick solutions here.
August 21, 2021
Honestly I had low expectations on this one but I was surprised to find a lot of useful marketing insights. The strategies on this book is evident everywhere. It provides a lot of case studies as well. My only criticism of this book is that it feels like second hand information only because Drucker did not write this himself. But overall the insights and strategies laid out by the author was enough to get a high rating in mu opinion.
June 18, 2017
Trucker's knowledge about the future was based on his revision on the past, which has served to be highly accurate even in 2017. He seems like a prophet to me.
January 29, 2013
Peter Drucker achieved greatness in the business world with his fresh thinking on old ideas.
Former Drucker student, William A Cohen, took the time to research Drucker's ideas on marketing and he reveals those thoughts in this book. It's organized into five sections: the ascendancy of marketing, innovation and entrepreneurship, Drucker's marketing strategy, new product and service introduction, and Drucker's unique marketing insights.
The main benefit of this book is that it will spark your thinking around marketing. Unlike writers like Dan S Kennedy, it's not a wealth of practical ideas you can implement immediately. Read it to spark your thinking and then come up with your own actions.
If you're involved in marketing, either as a marketer or a business owner, you'll find this book useful.
Former Drucker student, William A Cohen, took the time to research Drucker's ideas on marketing and he reveals those thoughts in this book. It's organized into five sections: the ascendancy of marketing, innovation and entrepreneurship, Drucker's marketing strategy, new product and service introduction, and Drucker's unique marketing insights.
The main benefit of this book is that it will spark your thinking around marketing. Unlike writers like Dan S Kennedy, it's not a wealth of practical ideas you can implement immediately. Read it to spark your thinking and then come up with your own actions.
If you're involved in marketing, either as a marketer or a business owner, you'll find this book useful.
March 7, 2013
A fantastic read on the man known as "the grandfather of modern marketing." Although Peter Drucker never wrote a single book on marketing, much of what he's written about management can be utilized in marketing. The author, William Cohen, was one of Drucker's students. He does a fantastic job writing about Drucker's innovative thinking. The book is divided into sections ranging from defining the types of marketing to marketing strategy to marketing insight. A great read for anyone looking to learn more about marketing, business, or management.
July 20, 2015
Drucker on Marketing provides a good overview and refresher to the mind of late Peter Drucker. We are constantly reminded that the core objective of business is creation of customer and that is supported by only two fundamentals functions: marketing and innovation.
September 6, 2014
good one but with an academic touch
January 14, 2016
William possesses a clarity in his writing that I often find in serious students of Drucker. Of all of Drucker's talents, I think this is the one I most admired.
November 27, 2016
Drucker on Marketing guided a good journey on marketing ! It is a awsome book for every marketer.A must read for aspiring entrepreneur
Displaying 1 - 11 of 11 reviews