Making marketing work

Graham, John
November 2008
Proofs;Nov2008, Vol. 91 Issue 5, p64
Trade Publication
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.


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