What does marketing mean to us?
There is no simple or singular answer to this question. When marketing is reduced to mere communication, tools, or creative activities, it loses its true purpose and significance within an organization. For us, it is a far more complex discipline, which we define across three distinct levels.
Marketing as a Philosophy
To us, marketing is fundamentally a distinct philosophy—a way of thinking about the customer, the market, and the systematic creation of value for stakeholders. This mindset is neither accidental nor a one-off occurrence; it is intentionally designed, tested, and evolved over time. It represents a continuous search for and refinement of solutions that deliver value to the organization, its customers, and its business partners — driven by marketers.
Marketing as an Art
Marketing is the art of bridging analytical rigor with creative solutions, integrating new technologies with the offline world, and balancing operational efficiency with value-based leadership. All of this takes place in a world where the only constant is change—whether technological, economic, or social. Furthermore, marketing is the art of choice: deciding what an organization should abandon, where it must focus, and which risks it is willing to accept.
Marketing as a Science
Marketing is also a science — the study of the customer, the market, and the behaviors that occur within it. In our view, this field must therefore be grounded in knowledge and data. However, data is not an end in itself; its role is to support market-driven decisions and build long-term competitive advantage. This is especially true in a world where the key competency is no longer the mere availability of information, but the ability to effectively utilize it.
What we do
We advance teaching and research centered on marketing as a field of strategic thinking, decision-making, and performance evaluation. We teach marketing grounded in data and metrics, bridging strategic perspectives with customer behavior analysis, psychology, behavioral economics, and emerging technologies.
Our research explores the mechanisms behind market decision-making, the effectiveness of marketing strategies, and the role of data and technology in marketing management. We are dedicated to a version of marketing that can be analyzed, tested, and critically evaluated — from both a scientific and a practical perspective.