Theme

The strategic marketing phase is one of systematic and continuous analysis of market needs in which the concepts of high performance products or services are developed, further provide the qualitative difference to customer, and which target different categories of consumers, ensuring long-term competitive advantages while increasing their personal welfare and the one society in general.

Objectives of the Research

The main purpose of our article is to make a documentary study of strategic marketing and quality of life concepts, wanting to emphasize the link between the two, the evolution stages of the concept quality of life and their integration into the concept of quality of life marketing.

Research Methodology

In order to achieve that goal, a documentary study was conducted, that took into account the conceptualization of the term quality of life marketing.

Results

The link between quality of life and marketing is even more obviously given by the new paradigm of it – relationship marketing. This focuses on building long term relationships with clients, based on their level of satisfaction felt in relation to company’s products and services. Starting from this philosophy of relationship marketing, we can say that marketers are inclined towards a subjective definition of quality of life, depending on individual needs and their level of satisfaction

Implications

The term of quality of life has been introduced in the marketing literature in the last decade and is defined as a marketing practice designed to improve the welfare of clients while maintaining the welfare of other stakeholders of the company. This concept comes as a sequel of the concerns of the relational marketing specialists to provide a high quality offer to customers and add value to all other stakeholders interested in the smooth running of the company (suppliers, distributors, shareholders, employees, general public and various public bodies interacting with the company).

Authors’ Contribution

The documentary study presents the content of strategic marketing and quality of life concepts and their integration in the concept of quality of life marketing.