The rise of marketing science: How behavioural economics became an essential part of marketing
Andrea Sophocleous
Intuition is out and science is in. Marketers who haven't cottoned on to the fact that behavioural science is now an essential part of marketing are putting their brands at risk. That was the message from Australia's newest conference, the Marketing Science Ideas Xchange (MSiX), held in Sydney in July 2015.
MSix bills itself as dedicated to understanding the science of marketing and how it influences behaviour change. And it declared "marketing sciences", and specifically behavioural economics, on the rise in response to...