Well-being marketing as humanistic marketing

Grace B. Yu

Dong-Jin Lee

pp. 164-175

in: Richard Varey, Michael Pirson (eds), Humanistic marketing, Basingstoke, Palgrave Macmillan, 2014

Abstract

Well-being marketing refers to the business mechanism that plans, prices, promotes, and distributes consumer goods for the purpose of enhancing customer well-being (i.e., marketing beneficence) while preserving the well-being of all other stakeholders (i.e., marketing non-maleficence). As such, well-being marketing has two dimensions: marketing beneficence and marketing non-maleficence. Marketing beneficence refers to marketing decisions (e.g. market selection, product strategy, price strategy, distribu. tion strategy, and promotion strategy) designed to enhance customer well-being. Conversely, marketing non-maleficence alludes to marketing decisions designed to preserve the well-being of other stakeholders . other than customers (e.g., employees, stockholders, distributors, suppliers, local community, and the environment).