Theory of Marketing

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.

Practical life is not necessarily directed toward other people, as some think; and it is not the case that practical thoughts are only those which result from action for the sake of what ensues. On the contrary, much more practical are those mental activities and reflections which have their goal in themselves and take place for their own sake.

I firmly believe people have hitherto been a great deal too much taken up about doctrine and far too little about practice. The word doctrine, as used in the Bible, means teaching of duty, not theory. I preached a sermon about this. We are far too anxious to be definite and to have finished, well-polished, sharp-edged systems — forgetting that the more perfect a theory about the infinite, the surer it is to be wrong, the more impossible it is to be right.