ABSTRACT
Back in the 1950s and 1960s, marketing scholars argued incessantly about whether their discipline was a science or an art-partly, on the fallacious assumption that if it’s not one, it must be the other. Subsequently, after most of us had given up the ghost on the former possibility, many concluded that if not a science, marketing must be an art. Some cynics might suspect that marketing would not qualify as an art any more than it can pass for a science, but rather that it has all the earmarks of a rather clumsily practised craft. But meanwhile, those who argue for the artistic stature of marketing would contend that what we write about our discipline constitutes a body of literature.
