The Holistic Marketing Concept

• The holistic marketing concept is based on the development, design,

and implementation of marketing programs, processes, and activities
that recognize their breadth and interdependencies. Holistic
marketing acknowledges that everything matters in marketing—and
that a broad, integrated perspective is often necessary.
• Holistic marketing thus recognizes and reconciles the scope and
complexities of marketing activities.
• The four broad components characterizing holistic marketing:
relationship marketing, integrated marketing, internal marketing,
and performance marketing.
The Ten Deadly Sins (Wrongs) of
Marketing
• The company is not sufficiently market focused and customer
driven.
• The company does not fully understand its target customers.
• The company needs to better define and monitor its
competitors.
• The company has not properly managed its relationships with
its stakeholders.
• The company is not good at finding new opportunities.
• The company’s marketing plans and planning process are deficient.
• The company’s product and service policies need tightening.
• The company’s brand-building and communications skills are
weak.
• The company is not well organized to carry on effective and
efficient marketing.
• The company has not made maximum use of technology.
Relationship Marketing
• Key goal of marketing is to develop deep, enduring
relationships with people and organizations that directly or
indirectly affect the success of the firm’s marketing activities.

• Relationship marketing aims to build mutually satisfying

long-term relationships with key constituents in order to earn
and retain their business.
Four key constituents for relationship
marketing are:
• Customers,
• Employees,
• Marketing Partners and
• Members of the Financial Community.
• Marketers must create prosperity among all these
constituents and balance the returns to all key
stakeholders. To develop strong relationships with them
requires understanding their capabilities and
resources, needs, goals, and desires.
Integrated Marketing
• Integrated marketing occurs when the marketer plans marketing
activities and assembles marketing programs to create,
communicate, and deliver value for consumers.
• Strategy aimed at unifying different marketing methods such as
mass marketing, one-to-one marketing etc.
• Its objective is to complement and reinforce the market impact of
each method, and to employ the market data generated by these
efforts in product development, pricing, distribution, customer
service, etc.
• First, by understanding consumer attitudes toward the product,
competitor positioning, and technological advancements, a
marketing team can determine how to best reach potential
customers. They need to know the focus of their brand, the
corporate culture, and the identity that their brand is trying to
express through its marketing efforts.
• Then, the marketing team should consider how to implement their
integrated marketing campaign. Beginning with the messaging,
design, customer service and product experience, they will
consider how to best exemplify their brand across all modes of
marketing.
 Internal Marketing
• Internal Marketing is the promotion of a company’s objectives,
products and services to employees within the organization. The
purpose is to increase employee engagement with the company’s
goals and fostering brand advocacy.

• Employees who are enthusiastic about their company and its

offerings are likely to share that enthusiasm with their social
networks. As a result, internal marketing can be an effective part of
external branding and marketing efforts.
Common Internal Marketing Efforts Include
• Ensuring that all employees know that their contributions are essential to the
company’s success.

• Educating all employees about the company’s products and services.

• Providing adequate salaries and benefits, plus a pleasant work environment.

• Encouraging employee input on corporate policies, management and

operation – including criticism.

• Acting on employee suggestions that have merit and publicly acknowledging

the value of the input.
 Performance Marketing

• Performance Marketing requires understanding the financial and

nonfinancial returns to business and society from marketing
activities and programs.

• Top marketers are increasingly 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.
SOCIAL RESPONSIBILITY MARKETING

• Because the effects of marketing extend beyond the company

and the customer to society as a whole, marketers must
consider the ethical, environmental, legal, and social context
of their role and activities.
Major Tasks of Marketing Management:

• Developing Marketing Strategies & Plans .

• Capturing Marketing Insights
• Connecting with Customers
• Building Strong Brands
• Shaping the Market Offerings
• Delivering Value Communicating
• Value Creating