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What Would Drucker Do Now? by Rick Wartzman

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7Art, Music, and Sports

Drucker on . . . Radiohead?

Peter Drucker loved music—Haydn and Beethoven, Mozart and Mahler. Were the late management philosopher around these days, however, he would undoubtedly be grabbed by the newest offering from an altogether different sort of act: the British rock band Radiohead.

Not its synthesizer-driven sound. Drucker, rather, would be struck by Radiohead’s bold focus on something that far too many businesses overlook: pricing. If effectively tied to an overall marketing strategy, it can be a powerful tool in helping an enterprise seize opportunities.

Last week, Radiohead began to distribute its latest album, In Rainbows. Consumers can download it off the Internet and—here’s the twist—pay whatever they think ...

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