Two principal authors: A Review
Drucker.
"There will always, one can assume, be need for some selling. But the aim of
marketing is to make selling superfluous. The aim of marketing is to know
and understand the customer so well that the product or service fits him and
sells itself. Ideally, marketing should result in a customer who is ready to buy.
All that should be needed then is to make the product or service available."
Levitt:
"Selling focuses on the needs of seller, marketing on the needs of 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."
Key Point 1: The starting point of marketing is the customer's need.
Key Point 2: Marketing is to make selling superfluous.
