Top

Journal of the Academy of Marketing Science

Published in:

01-03-2009 | Conceptual/Theoretical Paper

Marketing IS management: The wisdom of Peter Drucker

Author: Frederick E. Webster Jr.

Published in: Journal of the Academy of Marketing Science | Issue 1/2009

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

Excerpt

Peter F. Drucker is widely regarded as one of the last century's most influential management thinkers. He is generally acknowledged to be the father of the modern marketing management concept (Day 1990: 18; Drucker 1954: 34–48; Webster 2002: 1) although he denied that he was expert on marketing. The only article by Drucker published in Journal of Marketing was a transcript of his Parlin Memorial Lecture (dealing with marketing and economic development) to the Philadelphia chapter of the American Marketing Association in 1957, in which he said, “I am not competent to speak about marketing…as a functional discipline of business.” (Drucker 1958: 253) Despite this disclaimer, his thinking and writing had profound impact on the field of marketing management as the Marketing Concept became the central idea of marketing strategy and organization. …

previous article Peter Drucker—the grandfather of marketing: an interview with Dr. Philip Kotler

next article Rethinking marketing: Peter Drucker’s challenge

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Day, G. S. (1990). Market driven strategy. New York: Free Press.

Deshpandé, R., Farley, J. U., & Webster Jr., F. E. (2000). Triad lessons: generalizing results on high performance firms in five business-to-business markets. International Journal of Research in Marketing, 17, 353–362 doi:10.1016/S0167-8116(00)00009-4.CrossRef

Drucker, P. F. (1950). Management must manage. Harvard Business Review, 28, 80–86.

Drucker, P. F. (1951). Population trends and management policy. Harvard Business Review, 29, 73–78 (May).

Drucker, P. F. (1952). Management and the professional employee. Harvard Business Review, 30, 84–90 (May–June).

Drucker, P. F. (1954). The practice of management. New York: Harper & Brothers.

Drucker, P. F. (1955). Integration of people and planning. Harvard Business Review, 33, 35–40 (November–December).

Drucker, P. F. (1958). Marketing and economic development. Journal of Marketing, 22, 252–259 (January).CrossRef

Drucker, P. F. (1959). Thinking ahead. Harvard Business Review, 37, 25–28 ff, (January–February).

Drucker, P. F. (1965). Is business letting young people down. Harvard Business Review, 43, 49–55 (November–December).

Drucker, P. F. (1968). The age of discontinuity. New York: Harper & Row.

Drucker, P. F. (1974a). Management: Tasks, responsibility, practices. New York: Harper & Row.

Drucker, P. F. (1974b). New templates for today’s organizations. Harvard Business Review, 52, 45–53 (January–February).

Drucker, P. F. (1988). Management and the world’s work. Harvard Business Review, 66, 65–76 (September–October).

Drucker, P. F. (1994). The theory of the business. Harvard Business Review, 72, 95–104 (September–October).

Drucker, P. F. (1999). Management challenges for the 21st Century. New York: HarperBusiness.

Duboff, R. (2006). Resisting gravity. Marketing Management, 15, 36–39 (May–June).

Fréry, F. (2006). The fundamental dimensions of strategy. MIT Sloan Management Review, 48, 71–75 (Fall).

Gerstner, L. (2002). Who says elephants can't dance: Inside IBM's historic turnaround. New York: HarperBusiness.

Gupta, S. (2006). Customer metrics and their impact on financial performance. In Z. Jamal, J. Park, & T.-K. Kim (Eds.), Taking stock of customer relationships, MSI Conference Summary (No. 06-302) (pp. 12–15). Cambridge, MA: Marketing Science.

Handy, C. (1997). The citizen corporation. Harvard Business Review, 75, 26–27 (September–October).

Hunt, S. D. (2002). Foundations of marketing theory: Toward a general theory of marketing. Armonk, NY: Sharpe.

Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: Antecedents and consequences. Journal of Marketing, 57, 53–71 (July).CrossRef

Kotler, P. (1972). A generic concept of marketing. Journal of Marketing, 36, 46–64 (April).CrossRef

Kotler, P., & Levy, S. (1969). Broadening the concept of marketing. Journal of Marketing, 33, 10–15 (January).CrossRef

Lehmann, D. R., & Jocz, K. E. (1997). Reflections on the futures of marketing. Cambridge, MA: Marketing Science.

Lüdicke, M. (2006). A theory of marketing: Outline of a social systems perspective. Wiesbaden: Deutscher Universitåte.

Lusch, R. F., & Vargo, S. L. (eds.) (2006). The service-dominant logic of marketing: Dialog, debate and directions. Armonk, NY: M.E. Sharpe.

Lusch, R. F., Vargo, S. L., & Malter, A. J. (2006). Marketing as service-exchange: Taking a leadership role in global marketing management. Organizational Dynamics, 35, 264–278 (Summer).CrossRef

McKenna, R. (1991). Marketing is everything. Harvard Business Review, 69, 65–79 (January–February).

McKitterick, J. B. (1957). What is the marketing management concept. In F. M. Bass (Ed.), The frontiers of marketing thought and science (pp. 71–82). Chicago: American Marketing Association.

Mizik, N., & Jacobson, R. (2006). Myopic marketing management: The phenomenon and its long-term impact on firm value. MSI Report No. 06-100. Cambridge, MA: Marketing Science Institute.

Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on profitability. Journal of Marketing, 54, 20–35 (October).CrossRef

Rust, R. (2006). From the editor: The maturation of marketing as an academic discipline. Journal of Marketing, 70, 1–2 (July).

Sheth, J. N., & Sisodia, R. S. (eds.) (2006). Does marketing need reform?: Fresh perspectives on the future. Armonk, NY and London: M.E. Sharpe.

Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68, 1–7 (October).CrossRef

Webster Jr., F. E. (1994). Market-driven management. New York: Wiley.

Webster, F. E. Jr. (2002). Ibid., 2nd. ed.

Webster Jr., F. E., Malter, A. J., & Ganesan, S. (2005). The decline and dispersion of marketing competence. Sloan Management Review, 46, 35–43 (Summer).

Welch, J. (2001). Jack: Straight from the Gut. New York: Warner Business.

Title: Marketing IS management: The wisdom of Peter Drucker
Author: Frederick E. Webster Jr.
Publication date: 01-03-2009
Publisher: Springer US
Published in: Journal of the Academy of Marketing Science / Issue 1/2009
Print ISSN: 0092-0703
Electronic ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-008-0102-4

Springer Professional

Excerpt

Please log in to get access to your license.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Wirtschaft"

Other articles of this Issue 1/2009

A frustrated quest for community

Marketing and innovation in the Drucker Management System

Drucker on marketing: an interview with Peter Drucker

Drucker’s insights on market orientation and innovation: implications for emerging areas in high-technology marketing

Rethinking marketing: Peter Drucker’s challenge

A tribute to Peter Drucker: editors’ introduction to the special issue