The Art in Marketing

Name: The Art in Marketing
Price: 24.99 AUD
Availability: OutOfStock
ISBN: 9781917391610

Why we need less science and more art in marketing

Anthony Tasgal

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Paperback

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English

LID Publishing
01 July 2026

Sales & marketing management; Sales & marketing

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.

AUTHOR: Anthony Tasgal spent 20 years as an ad agency planner before setting up POV, a strategic brand consultancy. He is a Training Director for the CIM and a Visiting Lecturer at Buckingham, Nottingham Trent and Beijing Normal Universities.

By: Anthony Tasgal
Imprint: LID Publishing
Country of Publication: United Kingdom
Dimensions: Height: 180mm, Width: 120mm,
ISBN: 9781917391610
ISBN 10: 1917391617
Pages: 160
Publication Date: 01 July 2026
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Unspecified

Anthony Tasgal spent 20 years as an ad agency planner before setting up POV, a strategic brand consultancy. He is a Training Director for the CIM and a Visiting Lecturer at Buckingham, Nottingham Trent and Beijing Normal Universities.