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Kotler had published Strategic-Marketing for Non-Profit Organizations in 1971 and Drucker invited him to Claremont to discuss the topic. “Before I met Peter Drucker, I was a long-time reader and admirer of his insight-filled writings

Peter Drucker—the grandfather of marketing: an interview with Dr. Philip Kotler

Journal of The Academy of Marketing Science, no. 1 (2009): 17-19

Cited by: 3|Views12

Abstract

In this interview, Professor Philip Kotler, S.C. Johnson & Son Professor of International Marketing at the Kellogg School of Management at Northwestern University, reflects on Peter Drucker’s personal and professional impact on Kotler’s work. He discusses his personal encounters with Peter Drucker and their common interests, including n...More

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Introduction
  • Phil Kotler met Peter Drucker through their common interest in serving non-profits.
  • Kotler had published Strategic-Marketing for Non-Profit Organizations in 1971 and Drucker invited him to Claremont to discuss the topic.
  • “Before I met Peter Drucker, I was a long-time reader and admirer of his insight-filled writings.
  • There, Drucker recorded an interview with Kotler on the role of marketing in non-profit organizations, which was later published in the 1990 book, Managing the Non-Profit Organization.
Highlights
  • Phil Kotler met Peter Drucker through their common interest in serving non-profits
  • Kotler had published Strategic-Marketing for Non-Profit Organizations in 1971 and Drucker invited him to Claremont to discuss the topic. “Before I met Peter Drucker, I was a long-time reader and admirer of his insight-filled writings
  • Drucker Foundation for Nonprofit Management was founded in 1990, Kotler was asked by Francis Hesselbein, former leader of the Girl Scouts of America, to serve on its board
  • How would you characterize Peter Drucker’s role in marketing? Peter Drucker is the father of management
  • Could you elaborate on the statement that Peter Drucker is the grandfather of marketing? Peter was an early visionary regarding the discipline of marketing
  • Peter Drucker saw selling as the antithesis of marketing
Results
  • The author spoke with Phil Kotler by telephone in June 2007 about his thoughts on Peter Drucker and, in particular, his contributions to the field of marketing.
  • How would you characterize Peter Drucker’s role in marketing?
  • Peter Drucker is the father of management.
  • I regard it as a compliment when some people call me “the father of marketing.” I tell them that if this is the case, Peter Drucker is “the grandfather of marketing.”
  • Could you elaborate on the statement that Peter Drucker is the grandfather of marketing?
  • You were developing frameworks for marketing at the same time you were influenced by Peter Drucker.
  • Peter Drucker saw selling as the antithesis of marketing.
  • Peter implied that the real work of marketing is marketing research and great product development, and much less selling and advertising.
  • Peter Drucker argued for a broader view of marketing as a business philosophy, and considered profit maximization as irrelevant.
  • Drucker influenced companies to manage by objectives and results.
  • How were you influenced personally by Peter Drucker?
  • What influence did Peter Drucker have on your studies of non-profits?
  • The author had already written the author's book on non-profit marketing before the author met with Peter.
  • Peter interviewed the author about the role that marketing can play to help nonprofit organizations improve their performance.
Conclusion
  • Among all the people who influenced your work, how would you characterize the role of Peter Drucker?
  • Earlier Neil Borden at Harvard had formulated the marketing mix with 12 activities and it was a relief to collapse them into four Ps. You mentioned that you shared an interest in Japanese art with Peter Drucker.
  • The author learned a great deal from Peter about the Japanese aesthetic which is quite different from the Western aesthetic.
  • In the author's book The New Competition, the author asserted that the Japanese were the best marketers in the world because they were interested in creating the world’s highest quality products at a lower price.
Reference
  • Sisodia, R. S., Wolfe, D. B., & Sheth, J. N. (2007). Firms of endearment: How world-class companies profit from passion and purpose. Upper Saddle River, NJ: Wharton School.
    Google ScholarFindings
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