Role of Values in Marketing 3.0

In the given article it is discussed and analyzed the values of the companies as one of the most important element of marketing 3.0, which is closely related to consumer. The paper also discusses the importance of group values. It is necessary to determine the values of the firm. Companies must create values for the owners of the enterprise, for their products consumers, also for suppliers and staff. Companies must respect their values, otherwise it will become the object of criticism for the public and staff. In the article it is also presented and analyzed the authors research about Georgian tourist agencies, concerning values. At the end of the article, in the form of conclusion it is submitted that, while the competition is strong and is growing rapidly, to maintain and strengthen companies position in the market it's necessary to pay special attention to their true values and to implement them in practice. If the companies do not implement the group values, it will not be developed and will not be successful and competitive in the market.