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ISSN: 2080-4881     eISSN: 2300-4096    OAI    DOI: 10.18276/sip.2015.41/2-08
CC BY-SA   Open Access   CEEOL

Issue archive / nr 41/2 2015
Company Marketing Strategy from the Perspective of Quality of Life

Authors: Małgorzata Rutkowska-Podołowska
Wrocław University of Technology

Nina Szczygieł
University of Aveiro, Portuguese
Keywords: Quality of life marketing marketing strategy quality of life standard of living societal marketing
Whole issue publication date:2015
Page range:10 (85-94)
Cited-by (Crossref) ?:

Abstract

According to the concept of quality of life marketing, integrating ethical and socially responsible concerns into marketing programmes constitutes a premise for success of a modern business. It is argued that adopting this logic enhances consumer trust, commitment and satisfaction. The objective of the article is to explore the points of theoretical overlap between quality of life and standard of living concepts in order to clarify the extent to which they could be studied together and discuss marketing strategy from the perspective of quality of life. It is believed that analysing quality of life and standard of living is important and essential because both are used to describe relevant aspects of human life, although the first focusing more on the micro and the second on the macro perspective.
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