This book provides insight into the still young and expandable research on quality of life in relation to marketing. It highlights and explains the various points of attack, interactions, and feedback loops between quality of life and marketing. Different, extensive value systems exist in every culture. In Western countries, materialistic values were long predominant. However, these have been complemented by post-materialistic, immaterial values that place the individual, their self-realization, and the enjoyment of life at the center. Environmental preservation, social engagement, and community spirit also play a significant role in today's world. Thus, marketing faces the challenge of meeting the changing demands of consumers and creating customized offerings.