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 marketers and communicators, urging them to reclaim creativity from the margins and restore it to the heart of their work. He asks why creativity was ever isolated and reserved for a select group of “creatives,” rather than recognized as fundamental to all marketing endeavors.

The Art in Marketing Book offers a compelling vision for bridging the false divide between science and art in marketing, showing how a shift toward an art-centered approach can unlock greater distinctiveness, creativity, and meaningful insight for brands in today’s complex marketplace.