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Strategic marketing planning guided by the quality-of-life (QOL) concept

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Abstract

An emerging ethical philosophy in marketing is developing. This philosophy is based on quality-of-life studies which are becoming an important topic of research in behavioral and social sciences (basic and applied research). This paper addresses the QOL orientation in marketing from a decision-making perspective. Specifically, this paper shows how marketers can engage in strategic marketing planning guided by the QOL concept.

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Authors and Affiliations

  1. Department of Marketing, Virginia Tech, 24061-0236, Blacksburg, VA, USA

    M. Joseph Sirgy

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  1. M. Joseph Sirgy
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M. Joseph (Joe) Sirgy is social/consumer psychologist and a professor of marketing at Virginia Tech. He has written extensively about quality-of-life issues in business and society. He is presently serving as executive director of the newly formed International Society for Quality-of-Life Studies.

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Sirgy, M.J. Strategic marketing planning guided by the quality-of-life (QOL) concept. J Bus Ethics 15, 241–259 (1996). https://doi.org/10.1007/BF00382951

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