Aesthetics, Ideologies and the Limits of the Marketing Concept
Open Access
- 1 June 1983
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 47 (3) , 45-55
- https://doi.org/10.1177/002224298304700306
Abstract
It is proposed that the marketing concept, as a normative framework, is not applicable to two broad classes of producers because of the personal values and social norms that characterize the production process. These two classes of producers are artists and ideologists. Artists are those who create primarily to express their subjective conceptions of beauty, emotion or some other aesthetic ideal. Ideologists are those who put forward an integrated set of positive and normative statements that describe what the world is and what it should be.Keywords
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