![]() Therefore, consumers are the beneficiaries of the general and marketing strategy of the company while customers are those who respond to the loyalty process established by the firm. In this context, the purpose of this analysis is to highlight the strategic planning process of a company by integrating the strategic and operational marketing. Hence, the consumers and customers are the most important people for any organization. They are the resources which trigger the success of the business. In this respect, adaptation or resistance 1 Prof. Nowadays, technology represents the fruit of superior human thinking, being the basis of material infrastructure and a major determinant of globalization. Technological revolution of the third millennium has been dominated by more main forces, among which being the digitalization. In this respect at global level, besides the economic factor, other forces such as liberalization of markets and privatization determine economic changes Kotler, The marketing management thinking within a firm, seen from a holistic point of view, comprises all the attitudes that influence and lead the whole organization, planning the activity of employees in order to establish the functional orientation towards the client and competition.
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