This article examines how marketing perspective can contribute to develop the quality of life research tradition. Specifically, this close scrutiny addresses conceptual and methodological issues useful to understand the linkage between marketing and quality of life. These issues are propaedeutic to conduct empirical studies and consequently they are a preliminary ground of confrontation among management scholars. The first section of the article describes a conceptual model of quality of life highlighting both its characteristics and weaknesses. The next section of the study is focused on measurement of quality of life underscoring the decisions that scholars have to make when they want to measure it.