I basically believe that marketing should be reincorporated into economics thinking, thus enriching modern economics. There have been two important changes in the last 30 years. First, marketers have moved from thinking their job is to sell whatever the company makes to thinking that their job is to influence what the company makes. Second, marketers now have tools to focus their efforts on reaching and satisfying niches and individuals. Marketing is not the art of finding clever ways to dispose of what you make.
Marketing is the art of creating genuine customer value.
It is the art of helping your customer become better off. The marketer's watchwords are quality, service and value. Frankly, so much has been written about how to market soap, soup, and soft drinks that I found it more challenging to research how marketing operates in more hidden areas. I also felt that studying marketing in these marginal contexts might enrich our theory of how to market standard products. Yes, in the sense that marketing principles apply to all markets and organizations.