Complex approaches in marketing strategy develop the fuzzy
source of idea in marketing management whether marketing is an art or a
science. We can observe the
crisscrossing of theories from different marketing researchers from
international universities around the globe developing conflicting ideas which
will sometimes affect international business decision making.
In the contrary these theories contributed by
researchers are also the building blocks in any advance innovation related to
marketing strategy. Viewing the
different definitions of marketing from different researchers, marketing
management can be also an Art and sometimes a Science.
To give some cases involving marketing as an
art, we can cite the case study of Virgin group owed by Richard Branson. We can say that the Virgin group marketing
strategy is beyond the fundamental theories found in any marketing theories and
marketing textbook. Branson’s erratic PR activities, like deep sea diving proves
that marketing is an Art.
Likewise, we
can also relate such event done by Branson as part of a scientific PR publicity
that can be related to any theories prepared by marketing scholars. Indeed, a correct definition of marketing as
an Art and marketing as a Science must be correctly addressed to avoid errors
in any research definitions. Most modern
marketing strategy today includes an artistic approach to promote a unique
concept away from the orthodox theories prepared by researchers in
universities.
Certainly, we can say at
this time that marketing strategy is an Art when the marketing or PR move is
still new and the exact definition does not exist in any academic research or
textbook. Speaking of application effective
results, marketing through art is more risky, but marketing through science is
more conservative and yet redundant in terms of theory application.
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