ABSTRACT
Definitions of marketing abound, from the lengthy and all-embracing academic versions to the short and snappy favoured by advertising executives. The concept is not new, it is not difficult to understand, it is not difficult to explain to the troops, and our customers love it. Why then does it seem almost impossible to implement? Why, when we look at the quotation from Smith, do we wonder whether we have made any progress at all over the past 200þ years?
