Marketing science is a field that approaches marketing – the understanding of customer needs, and the development of approaches by which they might be fulfilled – predominantly through the methods of science, rather than through tools and techniques common with research in the arts or in humanities.
The field of marketing science, in the pursuit of "truths" in marketing is related to, but more general than marketing research that is oriented towards a specific product, service or campaign.
Before marketing science was formally labelled, activity appeared as management science in marketing. The interaction between academics and practitioners in marketing science dates back further to 1961, with the founding of the Marketing Science Institute. Interest in marketing science as a field grew in the late 1980s and early 1990s with rise of electronic point-of-sale data, as barcode readers led to the Marketing Information Revolution.
Preceding conferences with the label "marketing science", four meetings were convened as "Market Measurement and Analysis" conferences from 1979 to 1982, sponsored by The Institute of Management Sciences and the Operations Research Society of America. The first officially labelled Marketing Science Conference was hosted by School of Management at UCLA in 1983.
Members of the marketing science community may be found participating in the INFORMS Society for Marketing Science.
- David B. Montgomery 2001. "Management Science in Marketing: Prehistory, Origin, and Early Years of the INFORMS Marketing College." Marketing Science 20 (4): 337–348. doi:10.1287/mksc.20.4.337.9762.
- Robert C. Blattberg, Rashi Glazer, and John D.C. Little, eds. 1994. The Marketing Information Revolution. Boston Mass.: Harvard Business School Press. See entry on Google Books.
- Dick R. Wittink 2001. "Market Measurement and Analysis: The First ‘Marketing Science’ Conference." Marketing Science 20 (4): 349–356. doi:10.1287/mksc.20.4.349.9758.