Conceptual/Theoretical Paper

Journal of the Academy of Marketing Science

, Volume 37, Issue 1, pp 47-60

First online:

Peter Drucker on marketing: an exploration of five tenets

  • Can UslayAffiliated withArgyros School of Business and Economics, Chapman University Email author 
  • , Robert E. MorganAffiliated withCardiff Business School, Cardiff University
  • , Jagdish N. ShethAffiliated withGoizueta Business School, Emory University

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The authors review Peter Drucker’s contributions to marketing theory and practice. A bibliometric analysis of Drucker’s academic influence in marketing is presented. The five main tenets that are derived from the bibliometric study are expanded upon as follows: (1) The Marketing Concept: Creating Value for Customers; (2) Broadened Role of Marketing in Society: Corporate Social Responsibility, Consumerism, Social Marketing, and Lessons from Non-Profit Organizations; (3) Contributions to Marketing Strategy: The Obvious and Not So Obvious; (4) Marketing-Innovation Interface: New Product Development; (5) Future of Globalization: Rise of Non-National Enterprises.


Drucker Marketing concept Role of marketing Marketing strategy Corporate social responsibility Consumerism Non-profit organizations Corporate entrepreneurship Globalization Tribute Bibliometrics