i surely do agree that marketing should not be pure science.
but one thing is for sure: it is neither pure art.
there is a reason why the discipline of consumer and marketing sciences exists. and why sometimes, marketeers have to consider the opinions of psychologists, sociologists, and anthropologists — as well as seek the guidance of quants, research, and data-people like me.
marketing is both art and science.
unfortunately, therein lies the problem with marketeers: they cannot seem to find the golden mean between marketing as art and marketing as science.
they tend to go to extremes — and it is that tendency to resort to extremes that result not only to friction between the marketing department and the finance department, but also to dismal sales and unrepeatable, irreproducible successes.
marketing, again, is both art and science.