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Title: Marketing Value for Happiness ofAlternative Lifestyle Consumers
Authors: Techasawat, Asna-urai 
Issue Date: 2010
Publisher: Chulalongkorn University Printing House
University of the Thai Chamber of Commerce
Source: Asna-urai Techasawat (2010) Marketing Value for Happiness ofAlternative Lifestyle Consumers. University of the Thai Chamber of Commerce Journal Vol.30 No.1.
Journal: University of the Thai Chamber of Commerce Journal 
Abstract: The emphasizing of economic growth rather than improving the well-being of citizenscauses unhappy conditions for people with social and environmental problems.Consequently, some people adjust their lives to alternative lifestyles, such as thesufficiency way of life, bio-organic consumption and a slower lifestyle. The goal ofthese various lifestyles is “the happiness of life balance”. This phenomenon leads toboth a huge opportunity and a responsibility for businesses. For this reason, marketersshould respond to the need of “the happiness of life balance” by offering appropriateholistic marketing values. In so doing, besides conveying satisfaction to consumers, itis also practicing corporate responsibility for the stakeholders, which means bringinghappiness to all.
ISSN: 0125-2437
Rights: This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
Appears in Collections:JEO: Journal Articles

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