Peter Drucker on marketing: an exploration of five tenets

Conceptual/Theoretical Paper


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 


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Copyright information

© Academy of Marketing Science 2008

Authors and Affiliations

  • Can Uslay
    • 1
  • Robert E. Morgan
    • 2
  • Jagdish N. Sheth
    • 3
  1. 1.Argyros School of Business and EconomicsChapman UniversityOrangeUSA
  2. 2.Cardiff Business SchoolCardiff UniversityCardiffUnited Kingdom
  3. 3.Goizueta Business SchoolEmory UniversityAtlantaUSA

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