Marketing management is about how you use the marketing techniques such as advertising to market your product and

services and at the same time manage the marketing recourses and activities. According to Kolter & Koller. 2006 marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Marketing consists of the business activities that identify the needs and wants of marketplace, determines which target segments the organization will make offers to and designs appropriate products (McColl 1995). Marketing involves a wide range of activities that enable a business to continuously understand the needs and wants of todays customers, satisfying them and getting value in return. Through market research a business is able to find out information about markets, target markets and their needs and competitors. Marketing management is both an art and science as it is the way you communicate with the general public to market your products and services and it also involves scientific techniques to gather information of the market in which to market the product and services. From my opinion, marketing is definitely an art because its the way you convince one to make a purchase and it mainly focuses on emotional response, consumer experience, brand attributes and the creativeness used and its never the same unlike science. In fact, they aren't anywhere. Marketing is much more an "art" than a science. It's simply a mistake to look for scientific formulas in a field of art (Marketing of Art).

Marketing is about satisfying customer needs and to do this, scientific methods have been developed to understand our customers and their needs. Also, the market and consumers generally behave in certain manners and deal with known variables. A good example of this is Porters five forces. These five forces determine the success and behaviors within a market. The five forces

being: threats of the entry of new competitors, bargaining power of customers, bargaining power of suppliers, intensity of competitive rivalry and the threat of substitute products . Hence these forces form the strategy of a business. Science also looks at the consumer demographics which determine who to target, how to target, where to target and when to attack.

Marketing is best understood as the meeting place for data and intuition, analysis and creativity, left and right-brain thinking (Michael, J. & Peter, J. 1999, p. 96). Whilst it could be predicted that the behaviors of consumers and the market can be determined by using scientific methods, the decisions based on the scientific results are not always accurate. Marketing is art means it represents the thing which will sell in the market (Marketing Art or Science?) Take Coca-Cola for example. The company did massive market research when developing a new product a new coke. The results for this research were very positive for the new coke. When the product was launched management were sure of a success as they had based their decision on the findings of the market research but in fact the product was a failure. People demanded the classic coke back which the company had to re-launch due to the failure of the new coke. This shows that even when science of marketing being right within its terms it can be very wrong in terms of marketing.

As an art, marketing creates interests in the consumers mind which becomes ones likeness. Most people think of science is to increase the accuracy of predictions. Although this is part of it, thje ral goal is to increase understanding (Marketing News). Its a well known fact that todays

consumers have many alternative choices. Since the market competition is increasing at a rapid rate, businesses need to use intellectual idea and creative thought to market their products.

Marketing as a science needs to provide logical information of product to create interest in the mind of consumers. For example a consumer looking for a face cream because her skin is dry. She found two different face creams at shop with different package presentation so in order to make a purchase she would look at the product specifications which will results in her making the correct choice. The art of marketing comes from implementing plans to attain and keep consumers, and seeing what really works. The science of marketing provides the fundamentals of good marketing practices such as market research. WOM and buzz marketing is not rooted in the marketing of a particular brand, product, or service, but rather is based in the everyday relationships and conversations of people discussing other matters (Management Communication Quarterly).

Marketing is about understanding and influencing behaviors which can be done through studies on how people react to certain motive in predictable ways and it also looks at measuring and analyzing numbers so marketing is considered a science. As an art, marketing is about appreciating the nuances of human behaviors and also creating an immediate and future product demand. This will be concentrating on marketing yourself as an artist and using deviant ART as your "home base" to do so (Art Marketing, DA & YOU) Marketing is a science because it involves money that is how much you spend on marketing your product and services and what would be the return from this investment. Branding requires an innovative approach which is very difficult to measure and as such is the art in marketing. For the above marketing is both art and science: as science marketing should lead and measure while as art it should inspire and create. The marketing concepts main focus has mostly being on customer and customer needs and the product, price, promotion and place would be able to provide the balanced marketing mix.

Marketing is surely much more of an art than science. The objectives of science are not always achieved in marketing study (Can Marketing be a science). Saying that is easy for me as I believe in it. I see product specifications to be as science of it whereas getting it sold is the art of it. As the comparison basis continues, any product has maximum competition. It could be unique in its own way however the strategy to get it out to the customers and actually the essence of making it sold requires an art. The two brands of Toyota and Nokia have established there brands names over years. It has its faithful customers for years because the two renowned brands build on the prospects to see them as the only one to provide the required solution to the customers problems. It sees that the art of their product resides within the heart and minds of their customers, clients and prospects. Marketing strategies (especially high-variety strategies) should be especially concerned with the effects on consumers' expectations (Marketing and the Tyranny of Freedom). The marketers that are mostly artists connect with their customers while they inspire and challenge them. Marketing as an art creates the most necessary outcome to firms and that is profit. It surely creates interest in the mind of users and also develops the standard of living as one likes. We marketers aren't true artists, we need to be highly creative thinkers who apply scientific principles to managing the art (Marketing: The Art vs. Science Debate). The well known fact in todays era is that consumers have many options and the world is driven with perfect competition market. It is necessary that business managers use intellectual ideas and creative thoughts to market their products attractively. It would be important to look in a way for succeeding in marketing; it will become essential to hire an artist than a scientist. It normally takes the required and necessary components to present ones view artistically and humans have an analytical mind to engage into the necessary tools for marketing to be utmost and successful.

In today's high-tech world, most technically-oriented product developers would be well advised to seek out a marketing artist to work with -- rather than trying to become the all-in-one craftsman (The Art of Marketing). It is the ultimate goal of an business owner to generate an extensive return on the marketing investment being and this surely requires the art of marketing which is being creative and having that positive attitude towards customers.

List of References

1. Marketing Expert & Author, George Torok viewed 15th August 2009 http://georgetorok.blogspot.com/2007/07/marketing-art-or-science.html 2. Marketing Today Blob viewed 12th August 2009 http://marketingtoday.blogspot.com/2006/10/marketing-art-vs-sciencedebate.html 3. Marketing, Positioning, segmentation and niches, viewed 03rd August 2009 http://www.determan.net/Michele/mposition.htm 4. Kotler, P & Keller, KL 2006, Marketing Management, 12th edition, Prentice Hall, New Jersey, USA. 5. Garland, J & Waters, K 1997, Client Interaction, Australian Print Group, Maryborough, Victoria. 6. McColl, R, Callaghan, B & Palmer, A 2000, Services Marketing, Star Printery, Australia 7. Cravens, D.W 1997, Strategic Marketing, 5th edition, Texas Christian University, USA.