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Although this is not meant to diminish “on the job training” or an individual’s experience and innate skills, the latter certainly does not substitute for formal training. The body of knowledge that is relevant to marketing decision is large and complex. Thus, the “Marketing Is Art” misperception can have dangerous effect for organizations where this is the prevailing belief. (Michael, J. & Peter, J. 1999, p. 96)
Another belief has closely related is many have discounted marketing because it is the “art” side of business. Indeed, it is true that a good marketing will relies to a great degree on creativity and right-brain thinking...
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