Marketing: Art or Science?

Marketing: Art or Science?







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Table of contents
  1. Introduction……………………………………………………………3
  2. Literature Review……………………………………………………..5
  3. Definitions………………………………………………………………6
      1. Marketing…………………………………………………………...6
      2. Art…………………………………………………………………..7
      3. Science……………………………………………………………….7
  4. Debate over the issue……………………………………………………8
      1. Marketing as an art…………………………………………………9
          1. What has been overlooked…………………………………10
      2. Marketing as a science……………………………………………11
          1. What has been overlooked…………………………………12
  5. Marketing is an art and a science…………………………………….12
  6. Conclusion……………………………………………………………14
  7. Appendices……………………………………………………………..16
  8. Bibliography…………………………………………………………..17



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Abstract
This research project explores the extent to which confusion has been aroused among marketers about which category marketing falls under; marketers debate whether marketing is an art or a science. The main purpose of this research is to promote the argument in favor of classifying marketing as both an art and a science, thus demonstrating the connections between marketing and all of its components.














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1.Introduction

        Marketing, the business discipline, is the process that generates the strategy that enables business developments to identify and keep customers. Thus, understanding customers and their patterns of consumption is essential for marketing (Dowling, 2004).

        Furthermore, marketing is often perceived from different perspectives. Marketing is acknowledged by some people as an art (Fillis, 2009). Marketing is considered an art for several reasons, one of which is that creating an advertisement, an important element in the marketing process, is an art, in accordance with the description of Encyclopedia Britannica. For instance, the advertising creative director, William Bernbach, pointed out that the execution of an... [continues]

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