Good marketing communication is a fascinating combination of science and art. Performed well, over a period of time, it will bring enormous benefit and success to your organisation.
The science of marketing looks at understanding and influencing behaviours and how for every marketing action there is a reaction. The science is in anticipating the reactions to your actions. It is also about measuring and analysing the numbers, the science of mathematics and accounting.
The art of marketing is about creating a demand for your product while creating something which is both evocative, captivating and beautiful. To generate a good return on your investment requires a creative approach. To summarise the science should lead and measure; the art should inspire and create.