Marketing and quality of life: Micro and macro considerations

Each year, large amounts of human energy, mind, time, as well as raw materials and capital are converted into goods/services available for purchase. Developing basic science to support a task so significant for the quality of individual lives has fallen between the cracks of existing disciplines. Missing the true meaning of division of labor, existing conceptualizations focus on the producer's side of the transaction, neglecting the user's. To begin to remedy this imbalance, the present paper discusses the implications for the quality of individual lives of the marketer's task at micro and macro levels.