The marketing Chief and the Chief Executive

PART V

We are all fated to live in evironments and under conditions not of our own making. For that rezason we are all fated to lives of accommodation and compromise. But if we develop fot ourselves a reasonably clear notion of specific purpose and direction, we can, given effort and resolution, achieve considerable control over our destinies. We need not invoke the doctrine of free will to declare that we can be active agents of ous environment.
The purpose of this book is to talk about marketing and the corporate purpose inoperable terms-terms that are both relevant to the day-to-day activities of the men who work in marketing and crucial to the men who run the companies that must so inescapably perform a marketing function.
Consider the following :

In the yoar 1900 the American. Wind Engine and Pump Company was a magnificently thriving enterprise. Its majestic windmills stood like powerful giants astride the farm of American's vast prairies.