Studia i Prace WNEiZ US

Wcześniej: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Studia i Prace WNEiZ

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

Lista wydań / nr 41/2 2015
Company Marketing Strategy from the Perspective of Quality of Life

Rok wydania:2015
Liczba stron:10 (85-94)
Słowa kluczowe: Quality of life marketing marketing strategy quality of life standard of living societal marketing
Autorzy: Małgorzata Rutkowska-Podołowska
Wrocław University of Technology

Nina Szczygieł
University of Aveiro, Portuguese

Abstrakt

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.
Pobierz plik

Plik artykułu

Bibliografia

1.Campbell A., Converse P.E., Rodgers W.L., The quality of American life: Perceptions, evaluations, and satisfactions, Sage, New York 1976.
2.Constantinescu M., The relationship between quality of life and marketing ethics, “Romanian Journal of Marketing” 2001, 3, pp. 41–44.
3.Collins M., Positive and negative aspects of the societal marketing concept: Stakeholder conflicts for the tobacco industries, The Birmingham Business School, Birmingham 1993.
4.Cvrlje D., Coric T., Macro & micro aspects of standard of living and quality of life in a small transition economy: The case of Croatia, “Working Paper Series” 2010, 10-02, University of Zagreb.
5.Daly J.L., Pricing for profitability: Activity-based pricing for competitive advantage, John Wiley and Sons, New York 2002.
6.de Haan R., Aaronson N., Limburg M., Hewer R.L., van Crevel H., Measuring quality of life in stroke, “Stroke” 1993, 24(2), pp. 320–327.
7.Evan W.M., Freeman R.E., A stakeholder theory of the modern corporation: Kantian capitalism, in: Ethical theory and business, eds T.L. Beauchamp, N.E. Bowie, Prentice Hall, Englewood Cliffs, NJ 1988.
8.Freeman R.E., The politics of stakeholder theory: Some future directions, “Business Ethics Quarterly” 1984, 4(4), pp. 409–421.
9.Garriga E., Melé D., Corporate social responsibility: Mapping the territory, “Journal of Business Ethics” 2004, 53(1/2), pp. 51–71.
10.Gwinner K.P., Gremler D., Bitner M.J., Relational benefits in services industries: The consumer’s perspective, “Journal of the Academy of Marketing Science” 1998, 26 (2), pp. 101–114.
11.Harker M.J., Relationship marketing defined? An examination of current relationship marketing definitions, “Marketing Intelligence & Planning” 1999, 17(1), 13–20.
12.Hornquist J.O., The concept of quality of life, “Scandinavian Journal of Social Medicine” 1982, 10, pp. 57–61.
13.Kotler P., Marketing management: Analysis, planning, implementation, and control, Prentice Hall, Upper Saddle River 1997.
14.Kotler P., Principles of marketing, Prentice Hall, Englewood Cliffs, NJ 1986.
15.Kumar N., Hibbard J.D., Stern L.D., The nature and consequences of marketing channel intermediary commitment, Marketing Science Institute, Cambridge 1994.
16.Lee D.J., Sirgy M.J., Quality-of-life (QOL) marketing: proposed antecedents and consequences, “Journal of Macromarketing” 2004, 24(1), pp. 44–58.
17.Margolis J.D., Walsh J.P., Misery loves companies: Rethinking social initiatives by business, “Administrative Science Quarterly” 2003, 48(2), pp. 268–305.
18.Meiner S.E., Gerontologic nursing, Elsevier Mosby, St. Louis 2011.
19.Michalos A.C., Robinson S.R., The good life: Eight century to third century BCE, in: Handbook of social indicators and quality of life research, eds K.C. Land, A.C. Michalos, M.J. Sirgy, Springer, New York 2012.
20.Morgan R.M., Hunt S.D., The commitment-trust theory of relationship marketing, “Journal of Marketing” 1994, 58(3), pp. 20–38.
21.Ordway S.H., Resources and the American dream: Including a theory of the limit of growth, Ronald Press, New York 1953.
22.Sheth J.N., Parvatiyar A., The evolution of relationship marketing, “International Business Review” 1995, 4(4), pp. 397–418.
23.Sirgy M.J., Handbook of quality-of-life research: An ethical marketing perspective, Kluwer, Dordecht, the Netherlands 2001.
24.Sirgy M.J., Strategic marketing planning guided by the quality of-life (QOL) concept, “Journal of Business Ethics” 1996, 15, pp. 241–259.
25.Sirgy M.J., Lee D.J., Setting socially responsible marketing objectives: A quality of life approach, “European Journal of Marketing” 1996, 30(5), pp. 20–34.
26.Strumpel B., Economic well-being as an object of social measurement, in: Subjective elements of well-being, ed. E. Strumpel, OECD, Paris 1974.
27.Zeithaml V.A., Consumer perceptions of price, quality, and value: A means-end model and synthesis evidence, “Journal of Marketing” 1988, 52, pp. 2–22.