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  1. 1 Marketing i Rynek

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  1. 1 Snarska A.

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  1. 1 2020

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Marketing pozytywny, czyli wymiary wartości dla klienta w perspektywie nauk o szczęściu

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Snarska A.
Marketing i Rynek
|
2020
|
issue 5
15-25
EN
The following article is aimed at describing the subjective well-being (happiness) in categories of marketing science or more precisely value for the customer. There is not much research on application of happiness into marketing practices, which could as a benefit for the customer lead to increase of customer satisfaction and loyalty and resulting improvement of sales and profits. The customers would appreciate the company's efforts to increase their subjective well-being treating it as one of policies of acting in their best interest. The article characterizes main determinants of happiness and shows ways of implementing them into the marketing.
PL
Artykuł ma na celu przedstawienie koncepcji dobrostanu subiektywnego (szczęścia) w kategoriach nauk o marketingu, a ściślej - wartości dla klienta. Autorka stawia tezę, że zdefiniowanie i zrozumienie przez marketerów dobrostanu subiektywnego w odniesieniu do konsumentów tworzących segmenty docelowe dla danej marki przyczynią się do projektowania produktów lepiej dostosowanych do oczekiwań tych konsumentów.
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