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. 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).
Key words: strategic marketing, quality of life, marketing strategies, relationship marketing,
quality of life marketing
JEL classification: M31