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Is Marketing Truly Necessary?        For example, in 1992 Peter
Drucker wrote, "the aim of marketing is to make selling
superfluous [and] the right motto for business management should
increasingly be 'from selling to marketing.'"      This kind of
thinking was echoed in concepts like "frictionless markets"
where it was assumed that buyers would "eliminate the middle
man" and buy directly from vendors across the Internet.      In
these scenarios, Sales was seen as a dying profession while
Marketing became ever more important. However, reality hasn't
worked out that way. Instead, it's now time to ask the opposite
question: "Is Marketing  necessary?"      What Is Marketing
Anyway?      Answering the question is impossible without first
defining Marketing, which turns out to be surprisingly
difficult. For example, the first three paragraphs of the
Wikipedia article on Marketing contains the following
definitions:      • "The process of communicating