Every stake holder involved in the marketing process looks for `Value`. The customer enters in the marketing process for better `value` for his money through `Value to Customer`. The marketers would like to concentrate on the `valued customer`. The prime objective of any business is to sought value from the business `value to the marketer`. The marketer and customer would like to keep society`s interest intact through `Value to society`.
So there is need to study entire marketing process through approach of 4 Values Model to add entirely new dimension to strategic marketing.