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PHOTO: Daniel McCullough Back when I taught marketing, I would start the first class by asking students a simple question: What did you learn about the purpose of business in your finance class? Invariably they d say the purpose of a business is to make money. I d then ask, How does a business make money? Most students would stumble with this one. The smartest response is, It depends on the kind of business you re in. With the stage set, I d introduce students to Theodore Levitt’s “Marketing Imagination.” Levitt said the purpose of a business is to create and keep a customer and this, of course, is how businesses make money. But how do you create and keep a customer? A new book provides the answer.

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