The marketing myth is the misconception that marketing and selling are complementary when in fact, they are contradictory. Their contradictory natures are self-evident for all to see.
THE DIVIDING LINE OF INFLUENCE
The difference between marketing and selling is a question of influence - namely, who's influencing who. Is the company influencing the customer, or is the customer influencing the company?
THE MARKETING SELLING SCALE
How much a company invests into marketing, and how much it invests into selling is of critical importance to revenue growth. This is not because they both require higher levels of effort - it's because they require different levels of effort, at different times.
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