Peter Drucker on marketing: An exploration of five tenets

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

Research output: Contribution to journalArticlepeer-review

25 Scopus citations


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 languageEnglish (US)
Pages (from-to)47-60
Number of pages14
JournalJournal of the Academy of Marketing Science
Issue number1
StatePublished - Mar 2009
Externally publishedYes

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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


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