TITLE

Making marketing work

AUTHOR(S)
Graham, John
PUB. DATE
November 2008
SOURCE
Proofs;Nov2008, Vol. 91 Issue 5, p64
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses marketing, highlighting the late Peter F. Drucker's idea that marketing along with innovation are the only two valuable activities of a firm and the rest are costs. According to the article, professors Sunil Gupta and Donald Lehman suggested effective concepts that complement the view of Drucker on marketing and innovation. In Gupta and Lehman's book, "Managing in the Long Run," they commented that since customers are the source of profit, marketing and customer service are the basic controllers.
ACCESSION #
35388530

 

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