According to management theorist Peter Drucker (1909-2005), marketing is a critical function of any successful company and the customer needs to be at its heart. 

Drucker took his customer-centric principle seriously indeed. “The customer is the foundation of a business and keeps it in existence,” he wrote in his seminal 1954 publication The Practice of Management. The purpose of a business is “to create a customer” and retain that customer into the future.

Drucker young 4.jpg

“There is only one valid definition of business purpose: to create a customer” - Peter drucker (

Image courtesy of the drucker institute at claremont graduate university)

According to Drucker, marketing is a vital function in the creation and retention of customers. How effectively a business undertakes its marketing is a key predictor of the company's survival in the marketplace. 

“Concern and responsibility for marketing must therefore permeate all areas of the enterprise,” he argued.