 801 STRATEGIC MARKETING AND QUALITY OF LIFE (1) Cescu tefan Claudiu The Academy of Economic Studies Bucharest The Faculty of Marketing Constantinescu Mihaela The Academy of Economic Studies Bucharest The Faculty of Marketing Ploeteanu Mara Gabriela The Academy of Economic Studies Bucharest The Faculty of Marketing 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 I. Introduction Marketing is a managerial process by which organizations, groups or individuals get what they need and want by identifying, providing, communicating and delivering value to others ( Kotler 1999:78).The basic concepts that marketing applies are the needs and desires of consumers, the creation of value, products and services, exchange, communication and networking ( Doyle 2000:233-245) ( Table 1.). Strategically speaking, marketing deals with managing long-term activities undertaken by the organization in order to gain competitive advantage. The organization allocates and uses its resources in a continuously changing marketing environment aimed at meeting consumer needs constantly while trying to raise to the expectations of different categories of "stakeholders”. The strategic approach involves using a strategy which allows the organization to compete, to identify new market opportunities, develop and trade new products and services, to guide allocation of resources among the main activities of the market and also to guide the development of an organizational structure that helps to achieve predetermined performance levels.