Contents
Introduction Drucker and His Different Marketing Approach
Part IThe Ascendancy of Marketing
1 Two Different Views on the Development of Marketing
2 The Purpose of Business Is Not to Make a Profit
3 Any Organization Has Only Two Functions: One Concerns Marketing, and the Other Is Marketing
Part IIInnovation and Entrepreneurship
6 Where the Best Innovations Come From: The Seven Mothers of Invention
9 Drucker’s Entrepreneurial Marketing
Part IIIDrucker’s Marketing Strategy
10 The Best Way to Predict the Future Is to Create It
11 The Fundamental Marketing Decision
12 Drucker’s New Certainties for Formulating Marketing Strategy ...
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