A Class with Drucker - Headway | Work on yourself

C H A P T E R N I N E
The Objective of Marketing Is
to Make Selling Unnecessary
P eter
<strong>Drucker</strong> was a management professor. He didn’t teach marketing
as a separate function. At least I didn’t think so as he began to lecture
one night in the spring of 1976. Outside Harper Hall, it was dark and it
was raining. Someone had rearranged the seating, and we were now seated
in long tables facing a wall <strong>with</strong> windows.
I had only recently left my position as the head of research and
development at an engineering company, as described in the last chapter.
I was then working as an executive recruiter in Sherman Oaks,
about twenty miles west of my home in Pasadena. Because of the rain,
I left work early. I stopped at home in Pasadena, which was a straight
shot on the way to Claremont. I had a cup of coffee <strong>with</strong> my wife, Nurit,
who was getting ready for her own class at California State University,
Los Angeles, where three years later I was to become a professor, ironically,
initially of marketing.