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25 ก.พ. 2023 เวลา 10:42 • การตลาด
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Art and Science in Marketing Management.

I believe most people think marketing is just one side of art and science. But it is not one!! It's two of that side. Equal Parts Art and Science!
Why marketing as a science and marketing as an art? Let’s get into it!
The role of marketers is understanding behaviours, specifically from a psychology perspective, and studying how people react to certain stimuli, has become a focus for marketers in the many decades. We need to understand those who you are looking to influence, their behaviours, habits and receptiveness to marketing messages.
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    Part of Science
Marketers making decisions based on facts and evidences. We use data supports. We set clear objectives, track important metrics, and analyze their results to determine which tactics are successful and which aren’t. Personalization is a highly scientific marketing technique, as it requires thorough analysis of customer and prospect data.
Because we want the accurate decisions. We are not rely on guesswork. Instead, analyze customer data and construct comprehensive buyer personas made up of key traits.
For example, Facebook analyse data about user age, location, preferences, and even topics used in personal posts or conversations. They plan marketing strategies, from the targeted advertisements that appear on the side of your Facebook profile, to websites that Facebook thinks you will “like” (Meta Platforms,Inc.2023)
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    Part of Art
Create and Unique are the keys to this part. Human intuition is an irreplaceable tool. No matter which metrics you analyze or which tools you have at your disposal, you will still encounter problems that can only be solved with creative, human thinking. Many marketers brainstorm to make the new trending and engage an audience on an emotional level. And, often they trust their instincts to guide them where data can not.
For example, Art tells us that the more we practice our marketing, the more scientific we get as we now have data on which to base our judgment. In marketing, we have principles and rules for buying, financing, transport, selling, and storing products.
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    Philip Kotler and Kevin Lane Keller are marketing experts define it as follows
Marketing Management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
References
John Wideman.(2023). Defining Marketing for the 21 st Century
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