Peter Drucker on marketing: An exploration of five tenets

Can Uslay; Robert E. Morgan; Jagdish N. Sheth

doi:10.1007/s11747-008-0099-8

Peter Drucker on marketing: An exploration of five tenets

Can Uslay, Robert E. Morgan, Jagdish N. Sheth

Research output: Contribution to journal › Article › peer-review

25 Scopus citations

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.

Original language	English (US)
Pages (from-to)	47-60
Number of pages	14
Journal	Journal of the Academy of Marketing Science
Volume	37
Issue number	1
DOIs	https://doi.org/10.1007/s11747-008-0099-8
State	Published - Mar 2009
Externally published	Yes

All Science Journal Classification (ASJC) codes

Business and International Management
Economics and Econometrics
Marketing

Keywords

Bibliometrics
Consumerism
Corporate entrepreneurship
Corporate social responsibility
Drucker
Globalization
Marketing concept
Marketing strategy
Non-profit organizations
Role of marketing
Tribute

Access to Document

10.1007/s11747-008-0099-8

Cite this

@article{a5e7028c62e246f886f8423251ded125,

title = "Peter Drucker on marketing: An exploration of five tenets",

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.",

keywords = "Bibliometrics, Consumerism, Corporate entrepreneurship, Corporate social responsibility, Drucker, Globalization, Marketing concept, Marketing strategy, Non-profit organizations, Role of marketing, Tribute",

author = "Can Uslay and Morgan, {Robert E.} and Sheth, {Jagdish N.}",

year = "2009",

month = mar,

doi = "10.1007/s11747-008-0099-8",

language = "English (US)",

volume = "37",

pages = "47--60",

journal = "Journal of the Academy of Marketing Science",

issn = "0092-0703",

publisher = "Springer New York",

number = "1",

}

TY - JOUR

T1 - Peter Drucker on marketing

T2 - An exploration of five tenets

AU - Uslay, Can

AU - Morgan, Robert E.

AU - Sheth, Jagdish N.

PY - 2009/3

Y1 - 2009/3

N2 - 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.

AB - 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.

KW - Bibliometrics

KW - Consumerism

KW - Corporate entrepreneurship

KW - Corporate social responsibility

KW - Drucker

KW - Globalization

KW - Marketing concept

KW - Marketing strategy

KW - Non-profit organizations

KW - Role of marketing

KW - Tribute

UR - http://www.scopus.com/inward/record.url?scp=61349083127&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=61349083127&partnerID=8YFLogxK

U2 - 10.1007/s11747-008-0099-8

DO - 10.1007/s11747-008-0099-8

M3 - Article

AN - SCOPUS:61349083127

SN - 0092-0703

VL - 37

SP - 47

EP - 60

JO - Journal of the Academy of Marketing Science

JF - Journal of the Academy of Marketing Science

IS - 1

ER -

Peter Drucker on marketing: An exploration of five tenets

Abstract

All Science Journal Classification (ASJC) codes

Keywords

Access to Document

Other files and links

Fingerprint

Cite this