Is Marketing Art or Science
Marketing has defined as “a social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others” (Kotler, P. & Armstrong, G., 2001, p. 6). “Marketing is the anticipating, management, and satisfaction of demand through the exchange process. It involves goods, services, organization, people, place, and ideas.” (Evans, R. & Berman 2007, p. 7).
It might never arise to manager that they could be accountants or CFOs without sufficient training, but nowadays, in many organizations the marketing functions are carry out by people with little to no formal training in the discipline. Many have misperception that “Marketing Is Art” as if there is no “science” behind the discipline then one’s opinion is just as good as anyone else’s. Although this is not meant to diminish “on the job training” or an individual’s experience and innate skills, the latter certainly does not substitute for formal training. The body of knowledge that is relevant to marketing decision is large and complex. Thus, the “Marketing Is Art” misperception can have dangerous effect for organizations where this is the prevailing belief. (Michael, J. & Peter, J. 1999, p. 96)
Another belief has closely related is many have discounted marketing because it is the “art” side of business. Indeed, it is true that a good marketing will relies to a great degree on creativity and right-brain thinking. It can infrequently be reduced to formulas, statistics, and decision rules. However, many do not realize that good marketing represents creativity that is firmly rooted in data. Marketing is best understood as the meeting place for data and intuition, analysis and creativity, left and right-brain thinking. (Michael, J. & Peter, J. 1999, p. 96)
Marketing may be view from both business and consumers perspective. As a goods and services provider make marketing related decision such as choosing their customer are, what goods and
It might never arise to manager that they could be accountants or CFOs without sufficient training, but nowadays, in many organizations the marketing functions are carry out by people with little to no formal training in the discipline. Many have misperception that “Marketing Is Art” as if there is no “science” behind the discipline then one’s opinion is just as good as anyone else’s. Although this is not meant to diminish “on the job training” or an individual’s experience and innate skills, the latter certainly does not substitute for formal training. The body of knowledge that is relevant to marketing decision is large and complex. Thus, the “Marketing Is Art” misperception can have dangerous effect for organizations where this is the prevailing belief. (Michael, J. & Peter, J. 1999, p. 96)
Another belief has closely related is many have discounted marketing because it is the “art” side of business. Indeed, it is true that a good marketing will relies to a great degree on creativity and right-brain thinking. It can infrequently be reduced to formulas, statistics, and decision rules. However, many do not realize that good marketing represents creativity that is firmly rooted in data. Marketing is best understood as the meeting place for data and intuition, analysis and creativity, left and right-brain thinking. (Michael, J. & Peter, J. 1999, p. 96)
Marketing may be view from both business and consumers perspective. As a goods and services provider make marketing related decision such as choosing their customer are, what goods and
References: Michael, J. & Peter, J. 1999, The Physician 's Essential MBA, Jones & Bartlett Publishers, United States of America. Kotler, P. & Armstrong, G., 2001, Principles of Marketing, 5th edition, Prentice Hall, New Jersey. Evans, R. & Berman 2007, Marketing, 10e: Marketing in the 21st Century, 10th edn, Thomson, United States of America. Pride, W., Elliot, G., Rundle-Thiele, S., Waller, D., Paladino, A. & Ferrell, O., 2007, Marketing: Core Concepts & Applications, 2nd edn, John Wiley & Sons, Brisbane. Malhotra, Hall, Shaw, & Oppenheim 2004, Essentials of Marketing Research: An Applied Orientation, Pearson Education Australia, Australia. Brown 1996, 'Art or Science?: Fifty Years of Marketing Debate ', Journal of Marketing Management, VOL12, 4, 243-267. BNET 2008, Malaysia to ban tobacco ads, sponsorship by next year, viewed 27 August 2008, <http://findarticles.com/p/articles/mi_m0WDP/is_2002_June_10/ai_87051681> Peimer, Sid 2005, Edsel, New Coke and Betamax - do you know what really happened?, viewed 27 August 2008, < http://www.bizcommunity.com/Article/196/82/8104.html>