Management as Art or Science: Evaluating Marketing Techniques & Brands

This essay argues that management, specifically in marketing, is more of an art than a science. It highlights the creative and intuitive aspects of influencing customer behavior and building brand loyalty. The essay uses examples of Andex and Coca-Cola to illustrate how these brands have skillfully em...Read More

Running head: MANAGEMENT AS AN ART OR SCIENCE
MANAGEMENT AS AN ART OR SCIENCE
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1MANAGEMENT AS AN ART OR SCIENCE
Introduction
The purpose of this essay is to make an argument about whether or not is marketing as art
or science. In the following essay, it has been augmented that management is definitely an art as
it involves certain ways, techniques, creativity in influencing the customer to act positively
towards a particular business. The essay utilizes real-life examples of two brands, Andex, and
Coca-cola how they have skillfully used their colors and symbols.
Management as an art
Marketing can be defined as a social process as well as a managerial process in which the
individuals and the organizations create value for the prospective customers and build strong
customer relationships through the exchange of goods and services with the customers. The main
purpose of marketing is to identify and maintain a long term relationship with customers. This
can be obtained by CSR (customer relationship management). This process of not only involves
the exchange of goods and services but also involves the satisfaction of the customer, by offering
them their requirements and needs (Armstron, et al., 2015). The definition states the importance of
the marketing objectives and the procedure of marketing in exchange for goods and services.
Marketing is an activity that serves to be the main purpose of any organization as it ensures
productivity and profitability of the organization importantly. Marketing is a part and main
purpose of any business (Bagozzi, et al., 2018).
Marketing research can be systematically defined as a collection, interpretation of data
and information which is implemented by the marketing executives to execute their marketing
procedure and helps the executives to solve the marketing issues or problems. Moreover,

2MANAGEMENT AS AN ART OR SCIENCE
interpretation of these researched data and information require more importantly to take
advantage of a certain market situation and to take the opportunity. Marketing research helps in
mainly for the segmentation process of the market, which implies that the market prospects are
clearly subdivided and targeted upon. In the present scenario, technology plays a crucial role in
any organization in developing Customer Relationship Management. Proper marketing strategy
is very important to build and maintain a long term relationship with the customers and
enhancing sustainability (Baker, 2014).
From the above description of marketing, it can be stated that marketing is an art.
Marketing is all about inducing, appreciating and motivating the consumer behavior and
influence them to make a purchase. Marketing is considered to be an art, as is a personal way of
creating demand for the product or service of the business. Marketing cannot be considered as a
science because; marketing involves all the creativity and art of the marketer in branding purpose
and making sales. Since it cannot be measured in numbers; it can be termed as an art. Creativity
is the most crucial part is any part of management and especially marketing (Chernev, 2018). In
order to generate sales and influence sales, creating a good return on the investment of a
particular product, creativity is required.
Marketing is a form of art which requires specific verbal and non-verbal communication
in the process of conveying messages to a specific target audience. The art form of marketing
implies creating connections with the customers through the process of creating emotional ties
with the consumers and utilizing specific aesthetics to create bonding with the customers
involving advertisements. In the real-life scenarios Andex brand can be taken as an example.
They have artfully utilized advertisement tools to create an emotional engagement with the

3MANAGEMENT AS AN ART OR SCIENCE
customers. The Labrador pub has been skillfully used to portray the brand's loyalty, the pub
signifies its brand and the company as a whole (Chernev, 2018).
It can be said that using various colors or objects or convey a message or an enhancement
of a feeling and influencing then prospective customers to make a positive feeling towards the
particular brand is definitely an art. Coca Cola can be used as an example in using its colors that
is red, to convey love and power to their target audience. As the color red is very bright it
enables to pull the attraction of the customers ( Meffert, 2013). The color red has been so creatively
used, that in the present scenario, the customers have started to associate the color red with the
brand. The intended message is free to be interpreted differently by different people. The writing
of the brand name has been given tactfully and artfully, white this simply signifies and portrays
purity and innocence. Some might also associate the color white with royalty. The meanings and
message might differ from persons and individuals of different culture and background. From the
perspective of Coca Cola Company, they represent the color white and red as refreshing and
inspiring, reflecting their business ethics. It enables the firm to create value and optimism
artfully. Hence, the company used art and skill in influencing their market sales ( Meisiek, & Barry
2014).
The marketing concept and philosophy mainly focuses on customer satisfaction. They are
considered to be the king. Therefore all the company’s focuses on the customers, whether or not
they are satisfied. Considering marketing as an art, it gives an appeal to the consumers thereby
enhancing sales and increasing customer satisfaction. The essential techniques of art include
personal utilization of skills and talents, application of practical knowledge, an approach which
is result oriented, creativity and practicing the sales techniques and procedures regularly.
Marketing management is therefore considered as the most creative approach, hence can be

4MANAGEMENT AS AN ART OR SCIENCE
termed as an art. Marketing management is therefore defined as a creative approach in which is
dedicated to getting things done by people and by influencing and motivating people to work and
coordinating all the activities of the department (Miquel et al., 2014).
Marketing is an activity which deals with special creativity, innovation, and imagination
of the marketer. It is also called as an art because it simply implies delivering some non-verbal
communication and portraying a hidden message from an individual or group of individuals. The
piece of art can convey a range of meaning depending on the culture and background of the
receiver. (Mullins et al., 2013).
Conclusion
From the above analysis, it can be concluded that marketing is an art. Taking into
consideration the real-life example of Coca Cola and Andex, the ways and artful techniques
utilized by coca cola and Andex with the skillful selection of colors and symbols simply signifies
they have brought success into the business with the use of artful skills and talents. Marketing
management involves core procedures of influencing and inducing customers towards a
company’s product and services.

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References
Armstrong, G., Kotler, P., Buchwitz, L. A., Trifts, V., & Gaudet, D. (2015). Marketing: an introduction.
Bagozzi, R. P., Rosa, J. A., Celly, K. S., & Coronel, F. (2018). Marketing-Management. Walter de Gruyter GmbH &
Co KG.
Baker, M. J. (2014). Marketing strategy and management. Macmillan International Higher Education.
Chernev, A. (2018). Strategic marketing management. Cerebellum Press.
Meffert, H. (2013). Marketing-Management: Analyse—Strategie—Implementierung. Springer-Verlag.
Meisiek, S., & Barry, D. (2014). The science of making management an art. Scandinavian Journal of
Management, 30(1), 134-141.
Miquel-Romero, M. J., Caplliure-Giner, E. M., & Adame-Sánchez, C. (2014). Relationship marketing management:
Its importance in private label extension. Journal of Business Research, 67(5), 667-672.
Mullins, J. W., Walker, O. C., Boyd, H. W., & Larréché, J. C. (2013). Marketing management: A strategic decision-
making approach. New York: McGraw-Hill.