“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.”

—  Theodore Levitt

Source: Marketing Myopia, 1960, p. 19

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Theodore Levitt photo
Theodore Levitt8
American economist and professor at Harvard Business School 1925–2006

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