Marketing: art, science or alchemy?

Anthony Tasgal

In this insightful analysis, Tasgal argues eloquently that the malaise he believes has afflicted marketing in recent years can be ascribed to 'arithmocracy' - an obsession with measurement derived from a physics-based view of science that is reductionist and mechanistic.

Marketing

Art, science or alchemy?

Anthony Tasgal POV Marketing and Research

Marketing is suffering from a malaise. Practitioners bemoan high failure rates or the glacial speed of developing new products to market. Agencies lament that they are not producing (or being allowed to produce) cuttingedge ideas for their clients, who put their best ideas to the sword of research. Creatives, usually at the sharp end of this sword, turn to their planners to get them out of this researchanddestroy culture. Planners then blame the researchers, accusing them of bringing nothing new to creative development or brand measurement.

What lies...

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