“The difference between marketing and selling is more than semantic. Selling focuses on the needs of the seller; marketing on the needs of the buyer. Selling is preoccupied with the seller’s need to convert his product into cash; marketing with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering and finally consuming it.”

—  Theodore Levitt

Source: Marketing Myopia, 1960, p. 10

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Theodore Levitt 8
American economist and professor at Harvard Business School 1925–2006

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