The Non-Marketing Disciplines Driving Marketing

Marketing roles have sustained considerable disruption over the last few years.  These disruptions are being driven by the rapid evolution of disciplines outside of  the traditional marketing disciplines. Three in particular are of particular interest to me: Neuroscience:  how the anatomy, physiology, biochemistry, or molecular biology of the brain operates. It is a wide-ranging discipline that seeks to understand how brain biology drives human behavior and cognition. Human science:  the study of how human interaction, whether in one-on-one or community situations drives human behavior. Business ethnography uses anthropologic techniques applied to business settings to Data science: the processes and systems leveraged to extract insights from data. Good data science combines many forms of structured and unstructured data – both internal as well as external to an organization to drive insights into both past behavior or predict…


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