People always mix up between marketing and sales. In the Middle East this term is always confusing. Nabeel saw Ads in some newspapers calling for recruiting marketers to sell new products, asking that they should have cars and good customers’ communications skills.
In fact many firms in this region, even big ones mix up between both. Unfortunately, the expectation of fast income has been overwhelming the business here. Investors are looking to grow up their monies as fast as possible, never looking thoroughly at the quality of the service they offer. On the contrary; they always look to save more over the quality they offer to their markets.
Is Marketing an Art or is it a science? That’s the big question that we, as marketers, should always keep asking to ourselves and always experiment our markets according to the answer that we get.
Successful companies world-wide, consider marketing as a mix of Art and Science, Revlon’s chairman once announced that they at Revlon do not sell the product, as a product, but they sell the hope that when using their products women will become beautiful.
Applying this method; endures an intensive marketing on all levels, creating an artistic campaign to fulfill Revlon’s Chairman Say, means we have to mix up both art and science within the study and campaign.
Marketing as a “Science”:
Study different women’s ideals about beauty. How do they see it, why do they look out for it and what is the need for them to be beautiful? Analyze that data and try to make input tables to measure the different criteria of beauty requirements for women. After all, you may create graphs which will lead you to the shortest way to take proper marketing decisions. So here you have implemented science within your marketing study and analysis. You may still proceed forward with the scientific market analysis, needs, values, competition, etc… When you have all those scientific elements ready, now you are ready to move to the Art part of marketing.
Marketing as an “Art”:
To comply with your study and analysis and to move forward with your campaign, a little bit of an Art touch is required. How to submit your ideas and concepts to the market in an attractive acceptable way? You should first consider the needs and values of that market. Create a campaign slogan and design accordingly, use your imagination … Here we got far from science deep into Art.
A good marketer is the one who has the marketing vision in mind built on both science and art, as much as the balance indicator slides towards any of both; the marketer starts loosing his glitter. From Kuwait
PROFESSIONALS AND BUSINESSES PARTICIPATING IN DISCUSSION
this is a good article written on the debate whether marketing is an art or science. i think that marketing in the early years was an art and at present it is also been looked as a science.
my question: for products like revlon, marketing is both art and science. but what for other products/services?
in my p[oint of view marketing is art as well as a science because art is nodoubt ther in the marketing in order to understand customer psychology their thinking
and science because of the fact the marketing also has some mathematical standard in terms of research like use of SPSS etc
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