Source: Marketing Myopia, 1960, p. 10
“I do not mean that selling is ignored. Far from it. But selling, again, is not marketing. As already pointed out, selling concerns it with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs. The customer is somebody "out there" who, with proper cunning, can be separated from his loose change.”
Source: Marketing Myopia, 1960, p. 19
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Theodore Levitt 8
American economist and professor at Harvard Business School 1925–2006Related quotes

As cited in: Jay Conrad Levinson (1999), Mastering Guerrilla Marketing. p. 218
Marketing Management: Analysis, Planning, Implementation and Control, 1967
Source: Marketing Myopia, 1960, p. 20-21

Source: Humanity Comes of Age, A study of Individual and World Fulfillment (1950), Chapter VII The Council for Economics
Source: Management and technology, Problems of Progress Industry, 1958, p. 23
Source: Quality Control: Principles, Practice, and Administration. 1951, p. 1

E. Jephcott, trans., p. 9.
Dialektik der Aufklärung [Dialectic of Enlightenment] (1944)