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The Strategic Marketing Planning – General Framework For Customer Segmentation

Author

Listed:
  • OPRESCU, Alina Elena

    (Bucharest University of Economic Studies)

Abstract

Anyapproach that involves the use of strategic resources of an organisation requires a responsible approach, a behaviour that enables it to properly integrate itself into the dynamic of the business environment. This articles addresses in a synthetic manner, the issues of specific integration efforts for customers’ segmentation in the strategic marketing planning. The essential activity for any organisation wishing to optimize its response to the market, the customer segmentation will fully benefit from the framework provided by the strategic marketing planning. Being a sequential process, it not only allows time optimization of the entire marketing activity but it also leads to accuracy of the strategic planning and its stages.

Suggested Citation

  • OPRESCU, Alina Elena, 2014. "The Strategic Marketing Planning – General Framework For Customer Segmentation," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 5(1), pages 51-59.
    • Handle: RePEc:ris:sphecs:0193
    as

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    References listed on IDEAS

    as
    1. BONDREA , Aurelian A. & GÂRDAN , Daniel Adrian & GEANGU , Iuliana Petronela, 2010. "The Role Of Strategic Planning In Relationship Marketing," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 1(4), pages 53-60.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    strategic planning; marketing strategy; customer segmentation; marketing mix; optimisation;
    All these keywords.

    JEL classification:

    • M19 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Other
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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