I'm currently reading "Anyone Can Do It - Building Coffee Republic from our Kitchen Table" by Sahar and Bobby Hashemi, the sister and brother behind the large coffee shop chain.
On Page 53 there are two great quotes relating to marketing. They are in a section relating to the Hashemi's view that formal customer surveys are not required when researching a new business. The quotes support their point very well :-
"If I had asked customers what they wanted they would have said a faster horse" - HENRY FORD
"Marketing is giving people things they never knew they wanted" - YVES SAINT LAURENT