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marketing is based on thinking about the business in terms of customer needs and their satisfaction. marketing differs from selling because (in the words of harvard business school's retired professor of marketing theodore c. levitt) "selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. it is not concerned with the values that the exchange is all about. and it does not, as marketing invariable does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse and satisfy customer needs." in other words, marketing has less to do with getting customers to pay for your product as it does developing a demand for that product and fulfilling the customer's needs.