This timely book challenges the prevailing notion that marketing is, or should be, a purely scientific discipline. Drawing inspiration from Germaine Greer's assertion that "Marketing is the art-form of the 20th century," Tasgal argues that marketing's relentless pursuit of scientific rigor – particularly its emulation of physics with its emphasis on universal laws, reductionism, and "arithmocracy" – has stifled its inherent artistic and cultural essence. Tasgal issues a powerful rallying cry to marketers and communicators, urging them to reclaim creativity from the margins to which it has been relegated and re-integrate it into the core of their practice. He provocatively asks why creativity was cordoned off and assigned to a select group of "creatives," rather than being seen as fundamental to all marketing endeavour’s. The Art in Marketing Book offers a compelling path to heal the artificial divide between science and art in marketing, demonstrating how a deliberate shift back towards an art-centric approach can unlock greater saliency, differentiation, creativity, and profound insight for brands in today's complex marketplace.
