• Paresh Gupta

It has been clearer over the past quarter-century that the conventional production-based perspective of the value-adding process is no longer feasible. The growing significance of services in the economic and commercial environment indicates that value may be generated via consumption as well. The nature of the process and the value produced by it must be studied for marketers to utilize the value adding potential of consumption to fulfill the marketing idea. The changing corporate environment and its consequences for our understanding of the notion of value are discussed in this article. It analyzes the growing interest in the literature in the notion of experience value, highlighting the difficulties posed by its highly personal, unique, and situational character; and it proposes a conceptual model for organizing research into the subject. Finally, it proposes a study technique that would provide light on the reasons that lead consumers' judgments of experience value to differ so widely.

Experiential Value, Consumption, New Marketing, New Economy, Individualism.

"An Overview on the ‘Value of Marketing’ And ‘the Marketing of Value’", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 9, page no.43-46, September 2018, Available :http://www.jetir.org/papers/JETIRFJ06010.pdf

"An Overview on the ‘Value of Marketing’ And ‘the Marketing of Value’", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 9, page no. pp43-46, September 2018, Available at : http://www.jetir.org/papers/JETIRFJ06010.pdf