In other words it has become, supposedly, a serious enterprise.
However, confusion reigns. One of the main sources of disarray is a misunderstanding of marketing’s relation to numbers, math and science. Marketing, of course, is none of these, but a business function, and to be practiced seriously, it needs to be treated as one.
Good hard-nosed business people are fond of saying, “show me the numbers!” It’s a badge of honor among those who want to appear practical and well grounded. However, those kinds of heuristic proclamations beg the question: Which numbers?