Samli et al. (1987) acknowledge that there is a need for outward technological, product-oriented push as well as customer-focused marketing while Martin and Faircloth (1995) view customer orientation in marketing as verging on obsession. An alternative is to be prepared to sometimes ignore the customer in order to create truly innovative products (Brown 2001; Berthon et al. 2004). Butler (2000) discusses the merits of product centred marketing in art, noting that artists do not necessarily follow the market but instead practice a form of product orientation which is not anti-marketing but is, rather, a refreshing re-take on the marketing concept.