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You're reading: Marketing, numbers, math and science

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?

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