Is Marketing an Art or a Science?

Please see the below requirement and select Marketing as Science. The paper must use two peer-reviewed journal articles to support the stance. (Marketing as science)
Please do not write a conclusion paragraph. My part is the introduction and segmentation, targeting, promotion, etc., to show how data makes marketing more of a science.
Is Marketing an Art or a Science?
Some marketing observers maintain that good marketing is something that is more than anything an art and does not lend itself to rigorous analysis and deliberation. Others strongly disagree and contend that marketing is a highly disciplined function that shares much in common with other business disciplines. Take a position: Marketing is largely an artistic exercise and therefore highly subjective versus marketing is largely a scientific exercise with well-established guidelines and criteria.

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