Peter Drucker (1909-2005) was the author of more than three dozen books, translated into almost as many languages.
McKinsey Quarterly said: “In the world of management gurus, there is no debate. Peter Drucker is the one guru to whom other gurus kowtow.”
Drucker saw marketing as a core responsibility of management.
“Marketing is so basic that it is not just enough to have a strong sales department and to entrust marketing to it.
Marketing is not only much broader than selling; it is not a specialized activity at all.
It encompasses the entire business. Concern and responsibility for marketing must therefore permeate all areas of the enterprise.
Marketing is not a function, it is the whole business seen from a customer’s point of view.”
According to Peter Drucker, marketing is the responsibility of the managing leadership within a business, not a separate function. Unfortunately, that often gets lost in many B2B Marketing organizations where marketing is subservient to sales. Actually, we should work hand-in-hand to support our buyers through their journey.
Peter Drucker emphasizes:
“There is only one valid definition of business purpose: to create a customer…
Because it is its purpose to create a customer, any business enterprise has two — and only these two—basic functions: marketing and innovation…”
The very good thing is that Peter Drucker’s views on marketing, management and business paint an optimistic future for marketing.
Marketing is central to the business as the advocate for customers and as the core communicators of a value-based message.
Some interesting links:
- The Peter Druker Institue , the best platform to understand and learn from Peter Drucker.
- Even in the excellent Harvard Business Review there are some very interesting publication about Peter Drucker..
- In Business.com “The management theory of Peter Drucker.
- On amazon the list of books available.