Holistic marketing concept

The holistic marketing concept

The holistic marketing concept is basically concerned with the fact that “everything matters” with marketing and that a broad, integrated perspective is often necessary. The concept is concerned with exploring, creating and delivering superior customer value by recognizing and reconciling the scope and complexities of marketing activities.

The four components of holistic marketing are explained below.

•  Integrated marketing: it involves general tasks that a marketer has to perform to create, communicate and deliver value to customers. It generally involves the 4ps of marketing, product, price, place, promotion. Integrated marketing involves the task of identifying the right product at the right place at the right time with the right amount of promotion in relation with target markets.

• Internal marketing: internal marketing involves ensuring that everyone in the organization embraces appropriate marketing principles. The employees, all management levels and all departments must embrace appropriate marketing principles.

• Relationship marketing: it is concerned with developing deep, enduring relationships with all people or organizations that could directly or indirectly affect the success of the firms marketing activities. Relationship marketing has the aim of building mutually satisfying long-term relationship with key parties -customers, suppliers, distributors, and other marketing partners in order to earn and retain their business. Relationship marketing builds string economic, technical and social ties among the parties.

• Performance marketing: It is basically concerned with sales revenue, customer equity, brand equity or the overall performance of the business. It is concerned with the performance or result of marketing activity.

• Social responsibility Marketing: It is concerned with the operation of marketing activities and its  effect on society in terms of ethical background, environment, legal and community issues.