The Two Entrepreneurial Functions

Because it is its purpose to create a customer, any business enterprise has two, and only these two, basic functions - marketing and innovation

Marketing
Any organization that fulfills itself through marketing a product or a service is a business. Any organization in which marketing is incidental or absent is not a business and should never be run as if it were one! Marketing is so basic it cannot be considered a separate function within the business on par with say, personnel or production. Marketing is the whole business seen from the point of view of its end-result - customer's view point. Concern and responsibility for marketing, must therefore. permeate all areas of the enterprise.

Innovation
It is not enough for a business to provide just any economic goods and services, it must provide better and more economic ones. Innovation, too, can no longer be considered a separate function in the organization.