Macromarketing is an interdisciplinary field of research. It involves three different fields: international economics, macroeconomics and marketing. Based on them we can conclude that macromarketing has an extensive influence on individuals and communities. It has the greatest influence on improvement of quality of life, where through small changes in personal, community, town or country level, greater changes that effect the whole environment and everyone included in the process can be reached. In the first, theoretical part, historical development of macromarketing and marketing is presented through its systems and elements. The aim was to answer what is it that drives the companies to become more social responsible in their business. Second part is based on detailed analysis of quality of individual and communities’ life, and how quality of life is seen in different cities and countries. Analysis was made by secondary research of Eurobarometer and Pilar's barometer data bases. From gathered information, hypothesis have been made and later in this thesis confirmed. Third and the last part of this thesis is practical part, primary research, which main goal was to find out what people think about quality of services such as education, public transport and health services as well as their personal social and financial situation. Primary research had quite a unique focus on quality of life. After detailed analysis of questionnaire, all hypothesis have been elaborated by comparing primary and secondary data, in order to give some suggestions on how to improve quality of life, through external and internal macromarketing.