Article | Open Access | Published: 20 December 2007
Concept of Value - Based Marketing: Need for Blending the Occidental and the Oriental Approaches
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Abstract:
The thinking of marketing luminaries has changed over the years. A legion of changes in the economic, technological and social forces is eliciting a new set of beliefs and practices on their part. They are rethinking their philosophies and concepts. They are now talking about and propagating concepts like value-based marketing, internal marketing, integrated marketing, socially responsible marketing, humanistic marketing and holistic marketing. Society welfare has now become a major concern for the Western marketing experts. They have thus developed concepts which aim at making a balance between company profits, consumer wants and society well-being.
Keywords:
marketing luminaries, the economic, technological and social forces
Publisher:
ILMA UNIVERSITY
Published:
20 December 2007
Issue:
Issue 2 : Volume 3
E-ISSN:
2409-6520
P-ISSN:
2414-8393
This is an open access article distributed under the terms of the Creative Commons Attribution CC BY 4.0 license, which permits any use, distribution, and reproduction of the work without further permission provided the original author(s) and source are credited.