Concept of Value - based Marketing:Need for Blending the Occidental and the Oriental Approaches

Navin Mathur


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, Pearson Education (Singapore) Pte. Ltd., Delhi, 2006, pp.15-31. Society’s 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's well-being.

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