Exploring Scholarly Debates on the Disciplinary Nature of Marketing
A Literature Review
Main Article Content
Abstract
Marketing has long been debated as either an art or a science. This debate has intensified with the rise of digital marketing, big data, and technological innovations, which increasingly require evidence-based decision-making alongside creative expression. The aim of this study was to explore scholarly debates on the disciplinary nature of marketing and examine how contemporary practices integrate artistic and scientific elements. A structured literature review was conducted, covering peer-reviewed articles published between 2007 and 2025. Relevant studies were identified through systematic searches in databases such as Scopus, Web of Science, and Google Scholar, using keywords including “marketing art,” “marketing science,” “creative strategy,” and “data-driven marketing.” Inclusion criteria focused on studies that discussed marketing’s disciplinary identity, methodologies, or practice implications, while duplicates, non-peer-reviewed sources, and off-topic studies were excluded. The review synthesised findings through thematic analysis to identify convergent and divergent scholarly perspectives. Results reveal that marketing operates as a hybrid discipline: artistic elements such as storytelling, emotional appeal, and visual design coexist with scientific practices including data analytics, testing, and performance measurement. The integration of these dimensions enables marketers to create strategies that are both engaging and evidence-based. The study concludes that marketing’s interdisciplinary nature requires professionals and educators to balance creative and analytical competencies. A key recommendation is that educational institutions and industry practitioners adopt integrative approaches that equip marketers with both artistic intuition and scientific rigor, ensuring effective engagement in a rapidly evolving, technology-driven marketing landscape.
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Copyright (c) 2026 Prof. Ebitu, Ezekiel Tom, Dr. Edim Eka James, Rev. Sr. Dr. Patricia Akwaya Olom, Dr. Uguru, Anthony Inyang, Dr. Inyang Bassey Inyang (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
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