Those responsible for marketing had to sell, not a product, but the idea that their firm was able to produce what the customer required. The product was developed after the order had been secured, the design being, in many cases, modified to suit the requirements of the customer. In mass production firms, the sequence is quite different: product development came first, then production, and finally marketing.


p. 23 - Management and technology, Problems of Progress Industry, 1958

Joan Woodward Quotes

Those responsible for marketing had to sell, not a product, but the idea that their firm was able to produce what the customer required. The product...

Those responsible for marketing had to sell, not a product, but the idea that their firm was able to produce what the customer required. The product...

Those responsible for marketing had to sell, not a product, but the idea that their firm was able to produce what the customer required. The product...

Those responsible for marketing had to sell, not a product, but the idea that their firm was able to produce what the customer required. The product...