Science and art have both made their impact on modern marketing techniques. The science is increased automation of the customer experience, along with an ability to harvest data and personalize advertisements to the consumer. The art is the growth of social media rather than older models of paid, distrusted advertising. Called the agile model, this new blend of marketing is unfolding in modern marketing scene.

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The agile model: a part-art and part-science approach to marketing – Econsultancy (blog)