management
& marketing
Challenges for the Knowledge Society
ISSN 2069–8887
ISSN-L 1842-0206
The official journal of the
Society for Business Excellence
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Management & Marketing no. 4/2009

Marketing and lifestyle
Abstract. Starting from the fact that the role of marketing is to insure a higher life standard, it is necessary to analyze the double interference of two concepts, respectively the influence of marketing on the life style but also the influence of the life style on the companies’ marketing. This foray is dictated by the new context in which the clients’ attitude has changed. Today, the clients are more different, more special than others, more exigent and with more judgment than those before them.
Due to these changes, more and more companies direct and build their businesses and marketing strategies starting from the exterior to the interior; from the understanding of the clients’ real needs and concerns (consumers or intermediaries) and their satisfaction to the clients’ involvement in the conception, innovation activity of the new products.
Keyword: consumption models, life style, marketing, responsible marketing.
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