Drucker was somewhat idealistic when he wrote about marketing eliminating the need for selling if the function was performed well.In Management (1973), he wrote, "There will always, one can assume, be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself."He expanded on this by saying, "Ideally, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available, i.e., logistics rather than salesmanship, and statistical distribution rather than promotion".