The Art in Marketing: Why we need less science and more art in marketing

This timely book challenges the prevailing notion that marketing is—or should be—a purely scientific discipline. Drawing inspiration from Germaine Greer’s claim that “marketing is the art form of the twentieth century,” Tasgal argues that the field’s relentless pursuit of scientific rigor—particularly its imitation of physics through universal laws, reductionism, and “arithmocracy”—has suppressed marketing’s artistic and cultural essence.

Tasgal delivers a powerful call to action for markete...