premise: When any company moves from a sales to a marketing approach, it is not just a case of re-titling the Sales Director as Marketing Director and doubling the advertising budget. It requires a complete reorientation in thinking and a revolution in how a company organizes and practices its business activities. Whereas selling focuses on the needs of the seller, marketing focuses on the needs of the buyer. Whereas selling is preoccupied with the sellers need to convert his or her product into cash, marketing is preoccupied with the idea of identifying and hence satisfying the needs of the customer. However, subscribing to a philosophy of marketing, even though an important first step, is not the same as putting that philosophy into practice.
hypothesis: Advertising budgets are normally doubled when a company moves over to a marketing approach.