Marketing mix has under gone a sea change in last few decades. 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`. The new marketing mix model even though is at conceptual level but it certainly answers many questions of modern
marketers which are not answered by traditional theories of marketing mix.