Wellbeing Marketing

In an era where "profit maximization" has often become a demon that justifies deceptive tactics and the exploitation of stakeholders, Wellbeing Marketing emerges as a transformative philosophy for the modern organization. For too long, marketing has been dismissed as a mere gimmick to coerce consumers into buying more at higher prices. This book shatters that cynical paradigm, arguing that the true purpose of any organization – be it a corporation, school, or hospital – is to create happiness and make the world a better place. By shifting the focus from short-term financial gains to the genuine creation of value for customers and stakeholders, businesses can escape the "myth of rapid growth" that often leads to ethical crises and brand ruin. This book demonstrates that profit and happiness are not mutually exclusive; rather, when an organization aligns its mission with the pursuit of wellbeing, it achieves a sustainable "unity of knowledge and action" that benefits society as a whole.

Through fascinating case studies of global giants like Disneyland and Walmart, alongside unique "small but beautiful" enterprises like Nakagawa Masashichi Heirloom Store, readers will discover how any industry – from heavy steel to delicate fashion – can foster a sense of joy and lasting happiness. Wellbeing Marketing is more than a management textbook; it is a call to return to the "social man" hypothesis, offering a roadmap for leaders who wish to build respected brands that thrive by elevating the human experience.

Fei Li is a prominent professor of marketing at the School of Economics and Management at Tsinghua University. He is based in Beijing.