Marketing is not only much broader than selling, it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result, that is, from the customer's point of view.

Objectives can be compared to a compass bearing by which a ship navigates. A compass bearing is firm, but in actual navigation, a ship may veer off its course for many miles. Without a compass bearing, a ship would neither find its port nor be able to estimate the time required to get there.

The most probable assumption is that no currently working 'business theory' will be valid 10 years hence.

The new always looks so puny-so unpromising-next to the reality of the massive, ongoing business.

Our job in life is to make a positive difference, not prove we're right.

Knowledge has become the key economic resource and the dominant-and perhaps even the only-source of competitive advantage.

Plans are worthless, but planning is invaluable.