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What exactly is marketing science?

Is marketing an art or a science? The answer is Marketing is both – an art and a science. Enjoy this point and counter point about the art and science of marketing. Use the strengths of both arguments to better understand and improve your marketing.

Marketing is a science because marketing is about understanding and influencing behaviors. Psychology, the science of behaviors, studies how people react to certain stimuli in predictable ways. This is similar to Newton’s’ third law – cause and effect. For every marketing action there is a reaction. The science is in anticipating the reactions to your actions. Whereas Marketing is an art because marketing is about appreciating the nuances of human behaviors. Beauty is in the eye of the beholder. Beauty is art.

Marketing science is a field that approaches marketing – the understanding of customer needs, and the development of approaches by which they might be fulfilled – predominantly through scientific methods, rather than through tools and techniques common with research in the arts or in humanities.

It’s actually a lot more interesting than this!  Besides project work, many marketing scientists are involved in R&D, quality assurance, training and business development.  They typically wear many hats.

Marketing science, as its name implies, requires a solid grasp of the scientific method which, contrary to the impression some may have, is not just math and programming. Besides marketing, some background in the social and behavioral sciences is also very helpful.  In our view, a marketing scientist is essentially a quantitative social and behavioral scientist specializing in marketing and not merely a number-cruncher.

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