Visual Pollution: A New Axiological Dimension Of Marketing?

Everyone'(tm)s belief is that marketing plays a fundamental role in all economic or uneconomic areas of business. However, what becomes very clear is that, in addition to the many positive aspects that it generates, marketing produces unwanted effects as well.The paper tries to prove the relationship between marketing and axiology (its value and its perception on the people), on the one hand, and one of its most obvious effects - visual pollution, which already starts to be in the attention of those who can counter it, on the other hand.Value, as a concept, is a result of a long and laborious research, both economic and uneconomic (philosophical, psychological, etc.). The visual pollution and the ecological architecture are recent approaches and it cannot be said that there is a very rich experience or a proper literature in this domain. But the interest is growing undoubtedly.The authors consider that the demarche of the paper, to sit marketing, value and pollution alongside, is at the beginning of the road and certainly will arouse the interest of further research.The paper is the result of an office research of secondary sources of information. They are limited and also limiting, the domains being studied separately. The result of the paper is the noting on the fact that marketing can be extremely harmful. We agree with the idea that marketing supports businesses and the economy of an area, but it is better to be aware that the pollution it produces is increasingly significant so the rules by which marketing plays must be rewritten.If the authorities, the business itself and those involved in education will focus and will exactly understand their role in a sustainable development of the society, than the aim will be achieved.We believe that the authors'(tm) concerns, which are dedicated to the idea that by means of marketing one should not destroy but build, will be of public interest as well.