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Journal of Macromarketing
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Response to "Art versus Commerce as a Macromarketing Theme"

Alan Bradshaw

University of Exeter, United Kingdom, a.bradshaw{at}exeter.ac.uk

Pierre McDonagh

Dublin City University Business School, Ireland, pierre.mcdonagh{at}dcu.ie

David Marshall

University of Edinburgh, United Kingdom, marshall{at}staffmail.ed.ac.uk

The authors respond to Holbrook’s 2005 art-versus-commerce article by suggesting that a deeper understanding can be found away from semiotic analyses of hackneyed cinematic cliches. Instead, they encourage a historically and empirically grounded understanding of the often complex and dialectical relationship between art and commerce and consider the macro implications.

Key Words: musicians • art • commerce • Adorno • culture industry

Journal of Macromarketing, Vol. 26, No. 1, 81-83 (2006)
DOI: 10.1177/0276146705285693
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