Aesthetics, Ideologies and the Limits of the Marketing Concept
提出营销概念作为一种规范框架，不适用于艺术家和意识形态生产者这两类生产者，因为他们的生产过程受个人价值观和社会规范主导。
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.