Company Marketing Strategy from the Perspective of Quality of Life

• Autorzy: Nina Szczygiel , Małgorzata Rutkowska-Podołowska

Warianty tytułu

Strategia marketingowa firmy w aspekcie jakości życia

• Języki publikacji: EN

Abstrakty

Zgodnie z założeniem marketingu jakości życia włączenie kwestii etycznych i społecznie istotnych do programów marketingowych stanowi przesłankę sukcesu nowoczesnego biznesu. Twierdzi się, że przyjęcie tej logiki stymuluje zaufanie, zaangażowanie i satysfakcję konsumentów. Celem artykułu jest zbadanie zakresu teoretycznego pokrycia się koncepcji jakości życia i poziomu życia, aby zrozumieć, w jakim stopniu mogą być one wspólnie rozważane, oraz omówienie strategii marketingowej z punktu widzenia jakości życia. W naszym mniemaniu, analiza koncepcji jakości życia i poziomu życia jest ważna i konieczna, jako że obie są używane do opisu istotnych aspektów życia ludzkiego, choć pierwsza skupia się bardziej na perspektywie mikro, a druga makro.(abstrakt oryginalny)

EN

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. (original abstract)

Słowa kluczowe

PL

Jakość życia; Strategia marketingowa; Poziom życia; Marketing społeczny

EN

Quality of life; Marketing strategy; Living standard; Social marketing

• Czasopismo: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Studia i Prace Wydziału Nauk Ekonomicznych i Zarządzania
• Rocznik: 2015
• Numer: nr 41, T.2 Gospodarka regionalna i międzynarodowa
• Strony: 85-93

Twórcy

autor

Nina Szczygiel

• University of Aveiro, Portugal

autor

Małgorzata Rutkowska-Podołowska

• Wrocław University of Technology

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