Enlightened Marketing is a marketing philosophy that states that a company’s marketing should support the best long-term results of the marketing system, taking into account not only the short-term desires of consumers, but also their long-term well-being and the well-being of society.
This principle is based on five main pillars: Customer-Centered Marketing; Value-Based Marketing; Innovative Marketing; Sense-of-Mission Marketing; and Social Marketing. Enlightened Marketing calls for companies to act responsibly and ethically, creating value for customers in a way that contributes to society.
