Asian Social Science; Vol. 11, No. 9; 2015 ISSN 1911-2017 E-ISSN 1911-2025 Published by Canadian Center of Science and Education The Concept of “Value” in the Theory of Marketing Roman Sidorchuk1 1 Department of Marketing, Plekhanov Russian University of Economics, Moscow, Russian Federation Correspondence: Roman Sidorchuk, Department of Marketing, Plekhanov Russian University of Economics, Moscow, Russian Federation. Tel: 8-499-237-9496. E-mail:
[email protected] Received: January 2, 2015 Accepted: January 28, 2015 Online Published: April 2, 2015 doi:10.5539/ass.v11n9p320 URL: http://dx.doi.org/10.5539/ass.v11n9p320 Abstract This paper discusses the use of the term of “value” in the framework of marketing. Analysis of the literature led us to the conclusion that it is necessary to consider the term of “value” in the framework of marketing as a separate category of marketing theory, which includes a whole group of concepts. The basis for our findings served as the analysis of the definition of “value” in the disciplines included in the multi-disciplinary marketing database. The paper suggests that the price is not a marketing measure for “value”. In addition, the paper outlines further research aimed at the development and systematization of the concepts included in the category of “value” in marketing. Keywords: value in marketing, category of marketing, definition of marketing, marketing theory 1. Introduction Discussion on considering marketing as an independent science has a long history. Specific features of marketing, such as its applied nature, dualism, significant methodological apparatus borrowed from other disciplines come as a barrier when considered as an independent discipline.