Is marketing a science? No
Byron Sharp
Research Professor (Marketing Science), Director Ehrenberg-Bass Institute, Adelaide University of South Australia.
Of course not, it's a practice, a creative craft. But one increasingly informed by reliable knowledge of how the world works. Marketing scientists study marketing with the intention of helping the people doing marketing to do better.
Engineers, people who build bridges and rockets, are creative practitioners. And those that have a better understanding of the discoveries of physical science will be more likely to build bridges and rockets than don't fail, and that come in under budget. But engineering is engineering, it isn't science.
Marketing is a very big part of the real-world and if (by following the science) we can make it more effective and efficient then we will be doing a great deal to make the world a wealthier, healthier, happier place.
For more see Marketing: theory, evidence, practice.
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1 年Byron Sharp:I would not agree less with you that it is a craft which gets developed (Read Evolved) by practise. There is a Level of Science (So called) which In my opinion is basically making it More Relevant by : -- ? Identifying & targeting Right People, -- ? Conveying thing which Interest them /Add value to them & -- ? Served in a Way that Message is Received & Understood the Way Communicator Intends to.
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1 年I really appreciate all the efforts of marketing scientists like you, and Jenni Romaniuk to make it more understood and effective. Perhaps you need a repositioning (even though I know this is not something you really believe in.... I think this post though suggests it does have its place!). Paul Worthington - am sure you can add such a lot into this debate - loved your Off Kilter newsletter this week.
Marketing Acquisition Lead
1 年It's not a science, but there are ways you can apply scientific methods and rigor to it, to understand better its effects. To be scientific about our marketing we must be systematic in the observation and experimentation of our marketing.
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1 年After 30 years I do wonder if marketing (even if done better) really is about making the world a "wealthier, healthier, happier" place. Maybe I am getting more socialist in my old age.
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1 年Interesting read. I would say its a blend of art and science.