Abstract

This paper discusses the use of the term of “value” in the framework of marketing. Analysis of the literature ledus to the conclusion that it is necessary to consider the term of “value” in the framework of marketing as aseparate category of marketing theory, which includes a whole group of concepts. The basis for our findingsserved as the analysis of the definition of “value” in the disciplines included in the multi-disciplinary marketingdatabase. The paper suggests that the price is not a marketing measure for “value”. In addition, the paper outlinesfurther research aimed at the development and systematization of the concepts included in the category of “value”in marketing.

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