Commentary: Setting socially irresponsible marketing objectives: a comment on a “quality of life approach”

Abstract

This paper seeks to offer an alternative perspective to the quality of life (QOL) philosophy that has been embraced by the marketing discipline. It is proposed that firms which seek to maximize QOL may violate their responsibilities to their owners and other stakeholders.

Citation

Miles, M.P. and White, J.B. (1998), "Commentary: Setting socially irresponsible marketing objectives: a comment on a “quality of life approach”", European Journal of Marketing, Vol. 32 No. 5/6, pp. 413-418. https://doi.org/10.1108/03090569810215786