Cultural production concerns the creation, diffusion, and consumption of cultural products. In this article, we discuss cultural production as related to the marketing and consumption of aesthetics. The article addresses the following topics: the nature of cultural production, including the roles that producers, cultural intermediaries and consumers play in the process; emerging perspectives and ideas on cultural production; aesthetics and art in cultural production; new epistemologies concerning postmodernism and posthumanism as related to cultural production; and the implications of the cultural production processes for the marketing aspects of cultural industries. This article sets forth marketing as the context and framework for the functioning of the cultural production system.

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This analysis aims to highlight the impact of both 'partial employees' and 'partial consumers' on the service delivery process. Effective service delivery often requires the participation of the customer. Accordingly, the customer may be conceptualized as a partial employee. Further, service employees may 'consume' their roles and duties as providers of service. Although the services literature has developed the notion of the partial employee to some extent, the concept is not developed within a comprehensive, theoretical framework. And, the portrayal of service employees as consumers (i.e. partial consumers) is largely undeveloped. As an emergent cultural philosophy, postmodernism offers a basis for developing a framework incorporating the notion of the partial employee, as well as an understanding of the effects and contributions of other service participants (i.e. service providers) as partial consumers. The implications of treating the consumer as partial employee and the employee as partial consumer in the delivery of the service experience are many. For instance, this notion inspires an expanded view of service exchange as a productive (consumptive) moment, which, in turn, requires a shift in orientation from an emphasis that con-Volume 1(2): 225-243 articles 1470-5931[200112]1:2;225-243;020337siders only managing the functional benefits that the service provides to managing both employees and consumer alike.

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