SMART STRATEGIES OF SUSTAINABLE MARKETING FOR CONSUMER MARKET SEGMENTATION
Maria HĂMURARU, Alina COJOCARU Universitatea de Stat din Moldova
Abstract
The fast pace of economic transformations under the progressive impact of the implementation of informational technologies and the objectives of sustainable development require marketers to reshape their strategies for entering new markets and attracting and keeping customers. Thus, marketing specialists, taking it as a challenge, are oriented toward the precise satisfaction of consumers' needs in order to maintain their loyalty, without compromising the necessary resources for future generations. In this context, the purpose of the research reflects the market segmentation for the creation of a sustainable consumer profile and the use of this data in the development of smart strategies relevant to the business en- vironment. The correlation between the concepts of social, relational, sustainable, precision and artificial intelligence marketing was investigated and sustainable consumer clusters were identified, using the Kohonen map model based on the questionnaire.
Keywords: social marketing, relational marketing, sustainable marketing, marketing strategies, artificial intelligence, consumer, market segmentation.
