THE VALUE OF MARKETING AS A SCIENTIFIC CATEGORY

In this paper we have tried to overcome the structural and semantic complexity in the specification the term "value" in marketing. Blurring the severity definitions of "value" lead to violations of the integrity and completeness of scientific knowledge in marketing theory. Desk research allowed to define the term "value" in marketing, as a category of marketing theory. The basis for our findings served as the analysis of the definition of "value" in the disciplines within the multidisciplinary database marketing. In the work place has been defined category of "value" in marketing in relation to other disciplines and it is proved that the price is not a marketing measure "value." Further studies are planned to develop and systematize the concepts included in the category of "value" in marketing.