...this...

This is nothing but elementary marketing (...), to start out with the customer's utiilty,m with what the costumer buys, with what the realities of the customer are and what the customer's values are (...). But why, after forty years(??) of preaching marketing, teaching marketing, profession marketing, so few suppliers are willing to follow, I cannot explain.

The Essential Drucker
Peter F. Drucker
Collins Business (2005)