In this audio recording Peter F. Drucker interviews Philip Kotler in his audio book, “The Nonprofit Drucker.” This tape is part of the series, “Strategies.” Drucker begins by introducing Kotler as a professor at the Kellogg School of Management at Northwestern University. He talks about a leader’s most important task: targeting the customer. Kotler defines exchange thinking, and advises how to give value to customers. He discusses how consumer research is essential to directly target groups. He ends the interview by advising that a new marketing plan should take 5 to 10 years to successfully implement.
Drucker, Peter F. (Peter Ferdinand), 1909-2005 Human services - United States - Management Nonprofit organizations - United States - Management Nonprofit organizations Management Strategic planning Strategy Strategy & management
Source
Audiocassette tape; The Nonprofit Drucker; Strategies; An Interview with Philip Kotler; tape 7 of 25; side 2 of 2.
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