Closing the Marketing Gap

Abstract

In the preceding article, Prof. Edward C. Bursk, editor of the Harvard Business Review, describes the need to adopt a marketing position or attitude in business. Whether or not you as a hotel-motel administrator are convinced that marketing is your cup of tea-or a way of life for your hotel company or motor inn operation- only you can answer.

It is my sincere hope that when you have read his article and mine, you will recognize that there is a more knowledgeable, scientific, and intelligent approach to doing business-one that is now being used by America's most successful industries. Perhaps I should add that if you don't accept the marketing hypothesis, you may well be shutting your door not only to opportunity —but barring your own survival.—W.M.