THE STRATEGIC MARKETING PLANNING – GENERAL FRAMEWORK FOR CUSTOMER SEGMENTATION
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.
Year of publication: |
2014
|
---|---|
Authors: | OPRESCU, Alina Elena |
Published in: |
Annals of Spiru Haret University, Economic Series. - Facultatea de Finante şi Banci. - Vol. 5.2014, 1, p. 51-59
|
Publisher: |
Facultatea de Finante şi Banci |
Subject: | strategic planning | marketing strategy | customer segmentation | marketing mix | optimisation |
Saved in:
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