Companies that are not market-driven believe
the role of Marketing is to create the need for
their products. You can see this in their behavior.
Marketing is where t-shirts and coffee mugs come
from. Marketing is the department that runs
advertising. Marketing is the department that
generates leads. Most of all, Marketing supports
the sales effort. But mature companies realize the
aim of marketing is to make selling superfluous.
Marketing defines products based on what the
market wants to buy.