Marketers can certainly take much from the pursuit of science. But don’t forget just how useful the concepts of marketing are in promoting and selling your scientific theories too. Here are the contributors’ responses to the sentence ‘marketing sciences has taught me…’
Humility. – Rory Sutherland
Changing my own mind can be immensely satisfying. – Byron Sharp
To argue. – Sue Unerman
Why facts alone won’t win an argument (even though they should) – Tess Alps
How little science there is in marketing. – Bob Hoffman
How uncertain the science in marketing is? We think we can explain rationally and objectively more than we can. When we further our knowledge into it, we will know more clearly what we won’t ever know.
– Tom Goodwin
The art of scepticism. – Kate Richardson
That most marketers prefer platitudes over pragmatism. – Ryan Wallman
That if you want to improve any aspect of marketing you need to understand how consumers think. – Phil Graves
To not overthink things and build on what does not change. – Shann Biglione
Relying on common sense will get you in trouble. – Robert van Ossenbruggen
To be skeptical but never cynical. – Patricia McDonald
To question the wisdom of inherited wisdom. – Tom Fishburne
That what is interesting is not always what is important… and vice versa. – Brandon Towl
That real impact is not just numbers, it is creating actual change – whether that is at local, national or global level – for real humans, not just for brands. – Anjali Ramachandran
To get back to basics and not get distracted by the new-fangled nonsense. – Mark Barden
To start with the evidence and look for findings that replicate.
– Gareth Price
That if you want to be really good at something, it helps to understand the rules of the game that you are playing. But more than that, that understanding those rules actually allows you to be creative and to enrich things, rather than being limited.
– Jerry Daykin
Source: Ritson, M. (2019, September 26). Mark Ritson: we’re a very long way from declaring marketing a science. Marketing Week.
Editor’s Note: Marketing Professor Mark Ritson (over 15 years at the Melbourne Business School) is also a frequent contributor to UK website Marketing Week