Selling 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.
The fact that a consistendy highly creative person is generally irresponsible in the sense that we have used this term is in part predictable from wh… - Theodore Levitt
The fact that a consistendy highly creative person is generally irresponsible in the sense that we have used this term is in part predictable from wh…
- Theodore Levitt
People don’t want to buy a quarter-inch drill. They want to buy a quarter-inch hole! - Theodore Levitt
People don’t want to buy a quarter-inch drill. They want to buy a quarter-inch hole!
Creativity is thinking up new things. Innovation is doing new things. - Theodore Levitt
Creativity is thinking up new things. Innovation is doing new things.
Kodak sells film, but they don't advertise film; they advertise memories. - Theodore Levitt
Kodak sells film, but they don't advertise film; they advertise memories.
Ideas are useless unless used. The proof of their value is in their implementation. Until then, they are in limbo. - Theodore Levitt
Ideas are useless unless used. The proof of their value is in their implementation. Until then, they are in limbo.
Experience comes from what we have done. Wisdom comes from what we have done badly. - Theodore Levitt
Experience comes from what we have done. Wisdom comes from what we have done badly.
The purpose of a business is to get and keep a customer. Without customers, no amount of engineering wizardry, clever financing, or operations expert… - Theodore Levitt
The purpose of a business is to get and keep a customer. Without customers, no amount of engineering wizardry, clever financing, or operations expert…
An industry begins with the customer and his or her needs, not with a patent, a raw material, or a selling skill - Theodore Levitt
An industry begins with the customer and his or her needs, not with a patent, a raw material, or a selling skill
The true purpose of a business is to create and keep a customer, not to make you money. - Theodore Levitt
The true purpose of a business is to create and keep a customer, not to make you money.
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