MARKETING: PRACTICING THE ART OF SCIENCE

Abstract

Success is not an accident but an incident , an incident which is a summation of hard work, perseverance and learning. Success in a dynamic industry of marketing is mistaken to be an accident. Which leaves us at point of cross roads, one which leads towards art and the other towards science. As to where should the bus of marketing be going. The debate on whether marketing is an art or science here becomes inevitable. The paper revisits the various schools of thought of arts and science to critically analyse scientific realism, logical positivism, historic relativism and logical empiricism. The paper analyses Marketing from the point of view to qualify it as art of science. The paper proposes a general theory of marketing as Resource Advantage Theory.