Making Marketing Work

  • Martin K. Pottle

Abstract

“Marketing is the distinguishing, the unique function of the business. Any organization in which marketing is either absent or incidental is not a business and should never be run as if it were one.” This quotation, from Peter F. Drucker’s book The Practice of Management (which was written more than forty years ago) is even more appropriate today, in the global economy of the 2000s. Yet everyone, it seems, questions both the need and the validity of marketing.

Keywords

Marketing Neon 

Copyright information

© Springer Science+Business Media New York 2000

Authors and Affiliations

  • Martin K. Pottle
    • 1
  1. 1.Martin Thomas, Inc. / Marketing ServicesBarringtonUSA

Personalised recommendations