Strategic Marketing Planning Guided by The Quality-of-life (QQL) Concept  

Oleh:

Sirgy, M. Joseph

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Business Ethics vol. 15 no. 3 (Mar. 1996), page 241-259.
Topik: Strategic Marketing

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: BB27.24 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

An emerging ethical philosophy in marketing 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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