Gurus On Marketing

What do marketing gurus and writers say
about Drucker’s contribution to marketing?
On the concept of marketing
T. LEVITT
‘Marketing Myopia’ was not intended as an analysis or even prescription;
it was intended as a manifesto. It did not pretend to take a
balanced position. Nor was it a new idea – Peter Drucker… had
each done more original and balanced work on ‘the marketing
concept’. My scheme, however, tied marketing more closely to the
inner orbit of business policy. Drucker – especially in ‘The Concept
of the Corporation’ and the ‘Practice of Management’ – originally
provided me with a great deal of insight.’
Source: Theodore. Levitt (1983) ‘The Marketing Imagination’.
Marketing and less developed countries
The economic literature places a great deal of emphasis on the role
of ‘marketing’ in economic development when marketing is defined
as distribution. Drucker in his article ‘Marketing and Economic
Development’ (Journal of Marketing, January, 1958) argues ‘that
experience in the distributive sector is valuable because it generates
a pool of entrepreneurial talent in a society where alternatives
for such training are scarce.’
Source: Warren J. Keegan (1984). ‘Multinational Marketing Management’.
Prentice Hall.
On market research
‘As Peter Drucker has pointed out, the failure of American companies
to successfully commercialise fax machines – an American
innovation – can be traced to research that indicated no potential
demand for such a product. The problem, in Drucker’s view, stems
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