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Abstract

Since the end of 1980, corporate marketing management system has been influenced by the innovation of information technology, trend of globalization and the increasing complexity of the market which includes the macro-environment, like global warming, climate change and hostile, conflict-ridden society, and micro-roles of employees and customers. The culture of having which emphasizes consumerism and materialism has brought lots of social problems and even society crisis. All of these have impacted business not only in marketing strategies formulation but also the relationships with its employees, customers and society. In this paper, value-driven approaches, including corporate social responsibility (CSR), Economy of Communion (EOC), Golden Circle model and conscious business concept, will be reviewed and diagnosed their importance in the process of corporate marketing management system. How and why a value-driven organization, the Epoch Times Taiwan, can maintain its sustainability and still fulfill its corporate citizenship will be framed. This paper aims to provide a framework for helping managers and organizations adopt a value-driven marketing management system to the demands of the complicated market and environment. Social marketing leveraged by value-driven organization in line with philanthropy and business ethics should be injected into its existing marketing management system is suggested.

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