Improve Your Marketing Results by Asking Peter F. Drucker's “Five Most Important Questions”

REFERENCES

• 1998 . It is based on Constance Rossum, “Effective Nonprofits: How a Paired Values Approach to Marketing Management Links Mission with Customer.” PhD., dissertation, Claremont Graduate University, Professor Rossum, president and founder of Management Directives, is a consultant for business and nonprofits. Her dissertation employed case-study analysis and focused on nonprofit organizations, all of whom had used the Drucker Tool in some form as part of their strategic planning process. Peter F. Drucker served as a member of her dissertation committee
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• Drucker Foundation Self-Assessment Tool for Nonprofit Organizations . 1993 . “ Participant Workbook and User Guide ” . In Developed by Constance Rossum , San Francisco : Jossey-Bass, Inc. . (This paper refers to it as the Drucker Tool.) The Drucker questions (“What Is Our Business?” “Who Is Our Customer?” “What Is Value to the Customer?”) were reviewed in Peter F. Drucker's seminal work, Management: Tasks, Responsibilities, Practices(New York: Harper & Row, 1973), pp. 74–94. More recently, Drucker also discussed these questions in Managing the Nonprofit Organization: Principles and Practices (New York: HarperCollins, 1990). Professor Rossum, who over two years developed and tested among nonprofits what became the Drucker Tool, added questions 4 and 5 (“What Have Been the Results?” and “What Is the Plan?”) as consistent with Drucker's focus on measurement, performance, responsibility, and accountability
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• Kotler , Philip and Andreasen , Alan R. 1996 . Strategic Marketing for Nonprofit Organizations , 5th ed. , 44 – 53 . Englewood Cliffs, N.J. : Prentice-Hall . ), p– The authors define the characteristics of a customer-centered organization and of an organizational approach. See also the seven “clues” that signal an organization-centered philosophy as described by Alan R. Andreasen in “Nonprofits: Check Your Attention to Customers,” Harvard Business Review (May-June, 1982, pp. 105–110
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• “Paired Values” is the strategy , Cameron , K. S. and Bilimoria , D. 1985 . Assessing Effectiveness in Higher Education Vol. 1 , 101 – 118 . The Review of Higher EducationVol. 9 No.(1985):, identified by Professor Rossum in his dissertation, that emerged as a means by which effective nonprofits were able to achieve the multiple goals of their multiple constituencies without compromising their mission; the “Paired Values Strategy”™ was largely absent in ineffective nonprofits
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• Respondent perceptions are based on personal interviews . conducted by Rossum and Baum as well as a review of available survey data (among students, alumni, faculty, trustees, etc.) and internal reports
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• 1984 . The Rossum dissertation study rejected the board definition of stakeholders by R. Edward Freeman in Strategic Management A Stakeholder Approach (Marshfield, MA: Pitman, as lacking the focus needed to stay “on mission” and remained consistent with the Drucker Tool in which all key constituencies (i.e., primary customers and key stakeholders) are defined as those who must be satisfied/those who have choice to accept to reject membership, levels of participation, etc
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• Kotler and Andreasen . Strategic Marketing for Nonprofit Organizations 44 – 53 .
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• Andreasen . Nonprofits: Check Your Attention to Customers 105 – 110 .
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• Olasky , Marvin . 1992 . The Tragedy of American Compassion , Washington, D.C. : Regnery Publishing Co. .
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• 101 – 118 . See Cameron and Bilimoria, “Assessing Effectiveness in Higher Education,”
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• Drucker , Peter F. 1966 . The Effective Executive , New York : Harper & Row, Publishers .
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