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HOLISTIC MARKETING
What is Marketing? :
What is Marketing? “The process of planning and executing conception, pricing,
promotion and distribution of ideas, goods and services to create exchanges that satisfy
individual and organizational goals.” - The American Marketing Association
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HOLISTIC MARKETING CONCEPT The holistic marketing concept is based on the
development ,design & implementation of marketing programmes, processes and
activities that recognize their breadth and inter-dependences
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Four components of holistic marketing: Relationship marketing Integrated marketing
Internal marketing Social responsibility marketing
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Holistic Marketing Concept 1 Relationship Marketing Developing Marketing Networks
Using CRM is “the overall process of building & maintaining profitable customer
relationships by delivering superior customer value and satisfaction.” (Kotler, 13ed 2006)
Using information to create marketing strategies that develop and sustain desirable
customer relationships Establishing long-term, mutually satisfying buyer-seller
relationships allowing for mutual dependency
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Holistic Marketing Concept 2 Integrated Marketing It is a comprehensive plan that
communicates and delivers the intended value to chosen customers A set of coordinated
cross functional activities (a unity of purpose) Traditional approach- McCarthy 4P’s
Robert Lauterborn- 4C’s
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Holistic Marketing Concept 3 Internal Marketing External Customers Internal Customers
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Holistic Marketing Concept 4 Social responsibility Marketing Act socially responsibly;
consider the ethical consequences of one’s actions; Focus on satisfying customer needs
and wants while enhancing individual and societal well-being
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THANK YOU