Is Marketing Science or Arts Essay Example
Is Marketing Science or Arts Essay Example

Is Marketing Science or Arts Essay Example

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  • Published: April 26, 2017
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For quite some time, there has been a controversial debate about whether marketing is a scientific discipline or an artistic endeavor. Scholars have continuously argued over the past few decades in their efforts to categorize and justify whether marketing should be seen as an art or a science. Marketing encompasses the creation, pricing, promotion, and distribution of products/services to consumers.

Marketing involves various preparations, developments, organization, and decision making for the four P(s) of marketing. Many people wrongly believe that marketing is an artistic field where marketers need to be creative and innovative to come up with impressive actions and ideas for product adverts, slogans, logos, and mascots. However, what people fail to understand is that beneath all of that, there is a strategic science that revolves around the four fundamental P(s) of marketing - the product, price, place/distribution strategy, and promotion. The scie

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ntific classification of marketing consists of four factors: practicality, knowledge-based, academic-based, and intellectual needs.

This essay argues that while marketing requires creativity and artistic endeavors from marketers, it is ultimately grounded in social science principles such as psychology. In the past, academics like Vaile (1949), Bartels (1951), Hutchinson (1952), and Buzzell (1963) believed that marketing was an art form because the complexity of marketplace behaviors could not be explained by theories. Vaile (1949) emphasized the importance of innovation, creativity, and intuitive appeal to consumers. However, another group of academics, including Converse (1945), Brown (1948), Alderson and Cox (1948), Kotler (1972), and Hunt (1976), argued that marketing is a science. Zyman (1999) stated that marketing is not just alchemy or art but rather a scientific discipline that must conform to business principles.

The focus of marketin

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is on a disciplined approach and the use of appropriate tools to carry it out. According to Zyman (1999), marketers who only rely on creativity will have many ideas, but may struggle with sales. While marketing does involve artistic elements such as innovative taglines, slogans, design, and packaging, these elements are not arbitrary. They are the result of methodological advancements in fields like behavioral science, business, and sociology. Sutton and Klein (2003) argue that marketers are businesspeople, not just trendsetters. As such, it is the responsibility of marketers to contribute intellectual research and process discipline to the enterprise marketing management. Marketers should have hypotheses about their marketing goals and expectations and approach them with a scientific methodology and experimental mindset.

The common failures in marketing occur because marketers are unable to use knowledge about their clients to position their brands, cannot effectively market beyond traditional media, and fail to create necessary customer processes due to a lack of cultural and organizational information for brand management. Arndt (1985) observed that logical empiricism dominates scholarly articles in marketing journals. He suggested that with the right resources and tools, marketers can solve marketing issues in a more practical manner. The diagram above represents Arndt's scientific marketing theory, which includes four factors (subjective, objective, harmony, and conflict) with four corresponding models (logical empiricist, sociopolitical, subjective world, and liberation).

Marketers often rely on science to gain a comprehensive understanding of their field. Science provides a methodical approach for scientists and scholars to develop an accurate and logical comprehension of a specific subject. This approach entails conducting empirical research and leveraging practical experience. In the marketing realm, the American Marketing Association (AMA) plays

a crucial role. Established in 1937, AMA is a professional association that globally connects individuals and companies within the marketing industry. Its inception can be traced back to the merger of two North American organizations, namely the National Association of Marketing Teachers (NAMT) and the American Marketing Society (AMS).

According to AMA's website in 2004, marketing is defined as the link between buyers and sellers, involving the flow of information to identify and define marketing prospects and issues. This includes generating, refining, and evaluating marketing actions, monitoring marketing performance, and improving the understanding of marketing as a process. The study of marketing involves acquiring the necessary information, devising a methodology plan, data analysis, and communicating conclusions. In 2007, AMA further described marketing as the creation, communication, delivery, and exchange of offerings that have value for customers, clients, partners, and society. Meanwhile, the Marketing Science Institute (MSI), founded in 1961, was created to bridge the gap between marketing science theories and real-life business practices.

This nonprofit organization funds academic research and progress in the business world's understanding of marketing (MSI Website 2010). Anderson (1994) notes the establishment of institutions like MSI and The Advertising Research Foundation (ARF) as evidence of marketing's historical development. Marketing scholars have invested significant time and effort in developing the science of marketing over the past few decades (Anderson 1994). As a result, marketing is now viewed as a scholarly subject that can be studied in a clear and professional manner, rather than being seen as a "snake-oil" or intuitive discipline (Brown, Bell and Carson 1996). Sergio Zyman (1999) advocates for the emphasis on methodological study and application of marketing as a science.

He argues that marketing is undeniably a science, not an art – approaching it solely as a creative endeavor may lead to numerous ideas but not necessarily many customers.

The writer emphasized that marketing in the real world involves observing, creating theories for predictions, executing or applying these theories, and then reviewing and fine-tuning results based on real-world outcomes. Market research, a branch of marketing, possesses scientific characteristics. Duboff and Spaeth (2000) argued that market research not only helps organizations understand their position in the market but also identifies potential opportunities and pitfalls in the future. Properly conducted research with appropriate tools provides more accurate data from the subjective and human aspect of customer analysis. Nowadays, organizations and companies recognize the significance of marketing and have adopted more systematic and corrective approaches to promote their products and services to customers and clients.

The works of Thomas, Wodarz and Robitaille (2008) emphasize the significance of marketing investment returns (ROMI), a marketing metric based on data management, analytical tools, technologies, and organizational focus. Numerous organizations, such as Walmart, Wachovia, Frito Lay, and Procter and Gamble, have embraced the concept of ROMI. These factors are rooted in scientific research and meticulous analysis to make effective decisions and develop efficient strategies. Sutton and Klein (2003) state that industry-leading organizations excel in their marketing methods by considering marketing as an investment rather than an expense. These companies stand out in two crucial marketing leadership factors: they rely on extensively researched marketing plans instead of relying on gut feelings or instinctive decisions; moreover, they diligently monitor ROMI (Return On Marketing Investment) using specialized analysis tools.

Analytical activities of this nature empower companies to make

informed decisions and implement appropriate measures to maximize their business profits. Sutton and Klein (2003) suggest that business leaders should gauge their Return On Marketing Assets (ROMA) similarly to how they assess returns on traditional business assets. However, although ROMI is a widely recognized and accepted metric for evaluating marketing effectiveness, each organization typically develops its own unique data model and calculation algorithms to obtain specific results. These methodologies are often kept confidential as the data derived from them offers valuable competitive advantages to the organization (Thomas, Wodarz & Robitaille, 2008).

For instance, Procter and Gamble utilized a form of regression or marketing mix model to improve resource allocation and measure ROMI values. This data helped determine advertising budgets for their brands (Neff 2006). Likewise, Dell, a well-established market leader, sought the assistance of an external consultant to enhance their marketing effort and analyze business outcomes. The goal was to improve product marketing and strengthen customer reach (Bender ; Zambianchi 2006). This demonstrates a commitment to accountability (i.

According to Mahoney (2005), the CMO of Wachovia, Jim Garrity, played a significant role in driving the company's measurable success or failure in marketing efforts. Garrity encouraged his managers at Wachovia to provide reports and recommendations based on 'fact-based decision making' rather than 'intuition'. This focus on marketing measurement helped Wachovia stay ahead in the business and consistently placed the company on Fortune's top 100 places to work list. Frito Lay is another organization that emphasizes a culture of accountability and measurability in its marketing activities. Due to its direct store delivery model, Frito Lay has access to real-time data, allowing the company to quickly respond to the effects

of marketing actions. Thomas, Wodarz & Robitaille (2008) mention that measurement of marketing impact is not limited to the marketing department but has also reached the upper levels of management in this organization.

Marketing academics have provided insights into their individual theories on marketing in relation to social science. Kaplan's (1964) definition of theory as a system of laws that are methodically correlated suggests that marketing, as a science that involves transactions between buyers and sellers in a social world, is actually a social science. Both marketing scholars and managers study human behavior. In terms of marketing anthropology, different ways categorizing the research community, which includes buyers and customers, have been identified (Peter and Olson 1983).

Organizations must consider the needs of potential customers in order to effectively market their products or services. This involves utilizing mathematical modeling, research, and surveys on demographics, geography, and customer behavior. According to Dowling (2004), understanding the psychology behind consumer purchasing decisions is a complex process. Therefore, it is crucial to develop a strategic research technique that explores consumer behavioral science, including generalizations, structural frameworks, strategic recommendations, and market-sensing principles. In areas such as consumer behavior, sales management, and channel behavior, marketing has moved from traditional "creative" research to a more theoretical approach with a focus on evaluating and testing problem statements (Anderson 1983). Bartels (1951) argued as early as the 1950s that for marketing to be considered a true science, it must evolve beyond a purely business tool and incorporate fundamental principles and theories.

Collaboration between marketers and social scientists is necessary to revolutionize the business field into a scientific discipline. Marketers can generate hypotheses based on their practical experiences, while

social scientists can test and scrutinize these hypotheses through experiments and observations. Nevertheless, marketing has yet to achieve full recognition as a complete social science. Unlike well-established disciplines such as economics, marketing is frequently criticized for prioritizing commercial interests over the pursuit of knowledge and societal enhancement. Nonetheless, advancements are being made in the field, as acknowledged by Hunt (1983).

In his article, he outlines four key aspects of marketing that should be examined scientifically: 1. The behavior of buyers 2. The behavior of sellers 3. The institutional frameworks that enable transactions between buyers and sellers 4. The societal impact resulting from these three aspects. While progress has been made in understanding three out of the four fundamentals mentioned, he believes that with enough time and effort, marketing can develop its own established and testable theories, similar to other well-established social sciences.

Marketing is frequently compared to disciplines such as psychology, however, it is not exclusively artistic. Although there exists a continuous discussion regarding whether marketing is an art or a science, it is evident that attempts have been made to formulate regulations and principles in order to give it a more scientific foundation. Marketing investigates the human condition, considering variables like geographical location, ethnicity, culture, and religion. While desires and necessities may differ slightly, fundamental human behavior remains unchanged. Establishing guidelines plays a crucial role in marketing research and execution. It is essential to analyze, calculate, predict, and measure outcomes for successful marketing.

There is a clear need for this especially now that the business world has become so much more complex. With clearly calculated and thought out marketing plans and activities, businesses will be able to

push themselves to greater commercial heights in the face of increasing global competition and increasingly hostile and demanding customers.

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