The late Peter Drucker, one of the most prescient management thinkers of the 20th century, didn???t think much of selling. In Management: Tasks, Responsibilities, Practices (Harper & Row, 1973), he wrote that ???the aim of marketing is to make selling superfluous.??? And although he admitted that business practice remained a long way from that ???ideal,??? he declared that ???the right motto for business management should increasingly be, ???from selling to marketing.??????