The Aim Of Marketing Is

Objectives Are Not Fate; They Are Direction. They Are Not Commands; They Are Commitments. They Do Not Determine The Future; They Are A Means To Mobilize Resources And Energies Of The Business For The Making Of The Future.

If A Government Commission Had Worked On The Horse, You Would Have The First Horse That Could Operate Its Knee Joint In Both Directions. The Trouble Is It Couldn't Have Stood Up.

An Institution Which Is Financed By A Budget - Or Which Enjoys A Monopoly Which The Customer Cannot Escape - Is Rewarded For What It Deserves Rather Than What It Earns. It Is Paid For 'good Intentions' And 'programs'. It Is Paid For Not Alienating Important Constituents Rather Than Satisfying Any One Group. It Is Misdirected By The Way It Is Being Paid Into Defining Performance And Results As What Will Produce The Budget Rather Than As What Will Produce Contribution.

(waste = Loss): The First Rule Of Business Is To Survive And The Guiding Principle Of Business Economics Is Not The Maximisation Of Profit, It Is The Avoidance Of Loss

Fascism Is The Result Of The Collapse Of Europe's Spiritual And Social Order... Catastrophes Broke Through The Everyday Routine Which Makes Men Accept Existing Forms, Institutions And Tenets As Unalterable Natural Laws. They Suddenly Exposed The Vacuum Behind The Facade Of Society.