COMPANY MARKETING STRATEGY FROM THE PERSPECTIVE OF QUALITY OF LIFE
COMPANY MARKETING STRATEGY FROM THE PERSPECTIVE OF QUALITY OF LIFE

Summary/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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