environment, marketing needs to be reconceptualised. Many of marketing’s current principles are still embedded in those developed for consumer and industrial goods more than fifty years ago. It is no wonder, then, that there is a discrepancy between frameworks such as the marketing mix and the needs of the twenty-first century knowledge based organisation. Marketing is now applied to all forms of organisation, from multinational corporations to non-profits, government bodies and microenterprises. However, each of these organisational forms has its own needs and it would be dangerous to suggest that one model of marketing can be applied to every situation. Also, consumer behaviour is changing and, rather than reacting to marketing actions, consumers are now actively involved in both the production and consumption process. Instead of viewing marketing as a generic function within all organisations, it should be thought of as an individualised, situation specific philosophy. Marketing makes claims about being able to respond in a sensory fashion. Thinking about the art of marketing evokes a sensual, emotional connection between the two domains, while also relating to aesthetics in terms of what is deemed good and bad art. Similar evaluations are also made with respect to products, strategies and plans.