Abstract
This article explores the relationship between marketing and quality of life. The first part develops a conceptualization of quality of life based on the idea that citizens arc involved in exchanging resources to new resources or to ultimate satisfaction in a set of arenas of action. The so-called objective and subjective approaches to measuring quality of life address different aspects of the exchange relationships and their context. The article claims that marketing at least indirectly has contributed to a higher quality of life by rendering work life possible and by providing the goods and services entering the consuming life arena. At the same time, marketing has had a negative influence by giving priority to short-term, materialistic needs. Necessary institutional changes in marketing are indicated.
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