Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.
Chapter 36: Arts Consumers and Aesthetic Attributes
Arts Consumers and Aesthetic Attributes
Between the crowd and ourselves no bond exists. Alas for the crowd; alas for us, especially.
Where there is no bond between the crowd and the artist, marketing has failed. Such an assertion may arouse feelings of indignation, because the ideas customarily associated with the word marketing imply that artists who succeed in marketing their work are corrupt and meretricious. These ideas are based on defining marketing as the willingness to do anything to make a sale. Some people are, of course, willing to do that. However, more fundamentally, marketing is essential to everyone, including all artists. It is not just the promotions used to sell tickets. Marketing points to the fact that almost all artists ...