Philip Wicksteed, English philosopher, theologian, and economist, made important advances in economic method and in the theory of marginal productivity. He also emphasized the subjectivism of costs. His use of mathematics and graphical analysis, coupled with a lively writing style, made these tools more accessible to students. He influenced many 20th century economists, particularly those working in the Austrian tradition.
Ludwig von Mises: "Big business depends entirely on the patronage of those who buy its products: the biggest enterprises loses its power and its influence when it loses its customers." - Economic Policy