New Dimensions in Marketing/Quality-of-Life Research

New Dimensions in Marketing/Quality-of-Life Research

New Dimensions in Marketing/Quality-of-Life Research

New Dimensions in Marketing/Quality-of-Life Research

Synopsis

A collection of carefully edited papers selected for their range and diversity of topics, New Dimensions in Marketing/Quality-of-Life Research picks up where Samli's first Quorum book (1987) left off. Now Sirgy and Samli along with their contributors explore the latest measures and methods in QOL marketing research, the ways in which QOL concept is embodied in various functional areas of the marketing enterprise, and how it's appearing in different market segments and industries. The result is a cogent overview of how this emerging marketing concept is guiding the way goods and services are sold, and its impact on policy-makers. A wide-ranging discussion and information resource for teachers, students, and marketing practitioners.

Excerpt

"All societies basically strive to provide a better quality of life (QOL) for their citizens, and they try to satisfy this goal by using the social forces at their disposal" (Samli 1987, p. xiii). With this particular opening, Samli edited volume, Marketing and the Quality-of-Life Interface (published by Quorum Books) provided a general orientation to marketing and its relationship to QOL. As such it had four parts: the first part, in addition to conceptualizing QOL and relating it to marketing, set the tone for future attempts to measure and assess both the direct and indirect impacts of marketing on QOL. The second part focused on the dimensions through which marketing interfaces with QOL. These dimensions are also constraints beyond which the interrelationships may not be meaningful or functional. The third part of Samli's volume dealt with the areas of special interest and applications. These application areas, along with the constraints dealt with in Part 2 provided the basis for a feedback function that provides specific norms for marketing to follow in the future. Finally, Part 4 of the same volume presented some observations about future avenues and pointed out specific areas for future research.

Eight years have passed since the Samli (1987) volume was published. Numerous research projects have taken place and many scholarly papers have been published in various journals. The topic of marketing and the quality-of- life interface has gained particular attention, not only from marketing scholars, but also from a host of other social, behavioral, managerial, and policy scientists.

This book is a derivative of the fourth Quality-of-Life/Marketing conference which was held in Washington, D.C., in November 1992. We selected contributions from that conference based on several criteria. First, we looked for high-quality articles and, in some instances, we seriously considered articles with the potential achieving high quality through revision. The second criteria . . .

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