Enlightened Marketing

The philosophy of enlightened marketing holds that a company’s marketing should support the best long-run performance of the marketing system. Enlightened marketing consists of five principles: consumer oriented marketing, innovative marketing, value marketing, sense-of-mission marketing, and societal marketing.

Consumer oriented marketing means that the company should view and organize its marketing activities from the consumer’s point of view.

Innovative marketing requires that the company continuously seek real product and marketing improvements.

According to the principle of value marketing, the company should put most of its resources into value building marketing investments.

Sense-of-mission marketing means that the company should define its mission in broad social terms rather than narrow product terms.

Following the principle of societal marketing, an enlightened company makes marketing decisions by considering consumers wants and long-run interests, the company’s requirements and society’s long-run interests.