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Journal of the Academy of Marketing Science

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01.03.2009 | Conceptual/Theoretical Paper

Marketing IS management: The wisdom of Peter Drucker

verfasst von: Frederick E. Webster Jr.

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 1/2009

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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. …

Vorheriger Artikel Peter Drucker—the grandfather of marketing: an interview with Dr. Philip Kotler

Nächster Artikel Rethinking marketing: Peter Drucker’s challenge

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Titel: Marketing IS management: The wisdom of Peter Drucker
verfasst von: Frederick E. Webster Jr.
Publikationsdatum: 01.03.2009
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 1/2009
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-008-0102-4

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