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

Journal of Business Ethics 15 (3):241 - 259 (1996)
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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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