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Is Marketing an Art or a Science?

Some marketing observers maintain that good marketing is something that is more than anything an art and does not lend itself to rigorous analysis and deliberation. Others strongly disagree and contend that marketing is a highly disciplined function that shares much in common with other business disciplines.  Working with your group, take a position: Marketing is largely an artistic exercise and therefore highly subjective versus marketing is largely a scientific exercise with well-established guidelines and criteria.

The group’s deliverable should consist of a minimum of 5-6 pages of double-spaced text; a minimum of four (4) peer-reviewed journal articles should be used to support the group’s response.

This is a group project and following are the topic subheadings:

Introduction

Evolution of Global Marketing 

Marketing as an art

Marketing as a science

Conclusion.