Nothing drives progress like the imagination. The idea precedes the deed. The only exceptions are accidents and natural selection.
Theodore LevittSelling concerns itself 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 invariable does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse and satisfy customer needs.
Theodore Levitt