MARKETING: ¿CIENCIA O ARTE?

Marketing is a science in a development process. Some facts can demonstrate it: many of marketing principles are objectively supported, a lot of verifications have been done, diverse generalizations have been proposed and, the scientific method has been applied. Even there are several principles waiting for being validated. In fact, some central marketing principles exist as prescriptions seen as generalizations proposed by various well-known theoreticians without having enough empirical evidence and without having applied the scientific method. This situation is explained maybe because the marketing central topics have an universal acceptance and they are axioms per se. One of these principles is the marketing effectiveness. This concept even though is part of the marketing definition widely accepted do not satisfy the minimum to accept a given knowledge as a product of a scientific research.