The Holistic Marketing Concept: The holistic marketing concept is based on the development, design and implementation

of marketing programs, process and activities that recognizes their interdependencies.

Holistic marketing concept recognizes that everything matters in marketing-and that a

broad, integrative perspective is necessary.

Holistic marketing is thus an approach that attempts to recognize and reconcile the scope

and complexities of marketing activities. There are four broad components characterize

the holistic marketing concept.

i) Relationship marketing

ii) Integrated marketing

iii) Internal marketing

iv) Performance marketing

Successful companies will be those that can keep their marketing changing with the

changes in their marketplace and marketspace.

Holistic

Marketing

Concept

Internal marketing Integrated marketing

Relationship

marketing Performance

marketing

Marketing

department Senior

management Other

department

Communications

Products and

services

Channels

Sales revenues

Brand &

customer

equity

Ethics Environ

ment

Legal

Community

Customers Channel Partners

Relationship Marketing: Relationship marketing aims to build mutually satisfying long term relationships with key

constituents in order to earn and retain their business. Increasingly, a key goal of

marketing is to develop deep, enduring relationships with people and organizations that

could directly or indirectly affect the success of the firm’s marketing activities. Four key

constituents for relationship marketing are customers, employees, marketing partners and

members of the financial community. Marketers must respect the need to create

prosperity among all these constituents and develop policies and strategies to balance the

returns to all key stakeholders.

Integrated Marketing: The marketer’s task is to devise marketing activities and assemble fully integrated

marketing programs to create, communicate and deliver value for customers. Marketing

activities come in all forms. According to McCarthy, marketing mix consists of four Ps:

product, price, place and promotion.

Internal Marketing:

Internal marketing means marketing within the organization. It ensure that everyone in

the organization embraces appropriate marketing principles, especially senior

management. Internal marketing is the task of hiring, training and motivating able

employees who want to serve customers well. Internal marketing must take place on two

levels. At one level, the various marketing functions-sales force, advertising, customer

service, product management, marketing research must work together.

At the second level, other departments must embrace marketing; they must also think

customer. Marketing is not a department so much as a company orientation.

Internal marketing thus requires vertical alignment with senior management and

horizontal alignment with other department, so everyone understands, appreciates and

supports the marketing effort.

Performance Marketing: Holistic marketing incorporates performance marketing and understanding the returns to

the business from marketing activities and programs as well as addressing broader

concerns and their legal, ethical, social and environmental effects. Top management is

going beyond sales revenue to examine the marketing scorecard and interpret what is

happening to market share, customer loss rate, customer satisfaction, product quality, and

other measures.

Financial accountability:

Social Responsibility marketing: