Purpose - The purpose of this paper is to conceptualise, discuss and evaluate an emergent marketing philosophy, "transcendental marketing", and its application in practice. Design/methodology/approach - A conceptual framework is grounded in the literatures of marketing practice and leadership styles, and refined by reference to two case examples. Findings - There is scope, limited at present but promising in the longer term, for moving marketing strategy onwards from the relational and transactional models to one in which the focus is on exchange of values beyond self-interest between "transcendent marketers" and consumers motivated by "self-transcendence". Research limitations/implications - Since this article is only a first attempt to develop an understanding of this alternative approach to marketing, social and cultural trends in society provide a strong impetus for the further conceptual development of the transcendental marketing concept and assessment of its use and usefulness in the real world. Practical implications - The proposed conceptual framework provides marketing strategists with a template for a radically different approach to marketing management, which offers the potential for enduring customer loyalty Originality/value - This paper contributes a radically new perspective on marketing, supported by empirical examples of two firms that have pioneered it.