If you haven’t met Peter Drucker or know of his philosophy, after more than fifty years he is still considered to be one the most respected minds and authors on the subject of business.
Mr. Drucker’s 1954 book, The Practice of Management, was voted the third most influential management book of the 20th Century in a poll of the Fellows of the Academy of Management. Mr. Drucker was also awarded the Presidential Medal of Freedom by US President George W. Bush on July 9, 2002.
It is crucial to understand that Drucker considered marketing to be the responsibility of the managing leadership within a business, not an unrelated process relegated to a small marketing team. Too many C-level executives and marketing professionals succumb to the false idea that marketing is subservient to sales. In actual fact, we need to plan and engage in tandem to understand and serve our clientele and to provide what they truly desire and seek.
Here is Drucker’s quote to support that point:
“There is only one valid definition of business purpose: to create a customer.… Because it is its purpose to create a customer, any business enterprise has two—and only these two—basic functions: marketing and innovation.”
“Marketing is so basic that it is not just enough to have a strong sales department and to entrust marketing to it. Marketing is not only much broader than selling; it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result, that is, from the customer’s point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise.”
Two Points To Grasp For Marketing Success
Drucker had two very fundamental views of marketing:
- Marketing is a core discipline of the business (Marketing IS Business)
- The primary value of corporate culture is “customer orientation”.
In other words, marketing is really important and the job of marketing (focusing on customers) is the most important aspect of a successful business. Research into business success has backed up the fact that customer and market-oriented businesses achieve better business results in the form of revenue and profit.
Like Mr. Drucker, I know that marketing is an inseparable component of business success. As a C-Level executive who possesses long-term experience in managing large teams and coordinating complex and layered marketing programs, I bring a high level of professionalism and expectancy for result-driven marketing.