Authentic marketing is not the art of selling what you make but knowing what to make! It is the art of identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers, profits to the producers, and benefits for the stakeholders. Market innovation is gained by creating customer satisfaction through product innovation, product quality, and customer service. It these are absent, no amount of advertising, sales promotion, or salesmanship can compensate.

As cited in: Jay Conrad Levinson (1999), Mastering Guerrilla Marketing. p. 218 - Marketing Management: Analysis, Planning, Implementation and Control, 1967