CHAPTER 22Managing a Holistic MarketingOrganization for the Long Run
Holistic Marketing Concepts“The Holistic Marketing Concept is based on the development, designand implementation of marketing programs, processes and activities thatrecognizes their breadth and inter-dependencies.”-Philip Kotler
Internal MarketingInternalmarketingisalsoabout maintainingharmony and co-ordination amongvariousmarketingfunctionsand activitieswithintheorganization.FUNCTIONAL ORGANIZATION• An organizational structure that consists Managers that functionsaccording to their expertise or performance achievement.
Integrated MarketingDifferent modes work together to create a seamless experience forthe customer and are presented with a similar tone and style thatreinforces the brand’s core message.OUTPUTATL/BTLSocialMediaPR
Integrated MarketingADVERTISINGPUBLICRELATIONSSALESPROMOTIONDIRECT SALESSOCIAL MEDIA
Relationship MarketingCompany- ShelfManagement-Promotionalinitiatives- DeepercorporatepartnershipsPartner &Customer-Prioritizationfor trade &consumerinitiatives- Larger shelfspaceManaging trust and long-termrelationships with largercustomers.•Building long-lasting relationships with variousparties connected to a business including thecustomers, employees, suppliers, financialinstitutions, regulatory bodies, competitive firmsand the society in general.
Relationship Marketing…there is a need to manage the two most expensiveassets of the retailer:Product Inventory and Shelf SpaceThe Solution…
Social Responsible MarketingResonates with employees’ and customers’ definition of a sociallyresponsible lifestyle.Assumes a share of social support activities and environmentalimpact awareness.
Social Responsible MarketingGIVINGVOLUNTEERINGSERVINGSHARINGCARINGDONATING
REMEMBER THIS!Jigsaw puzzle = Holistic MarketingA concept that appreciates theinterdependencies of the processesand activities involved in a Marketingprogram.
REMEMBER THIS!Watch Mechanism = Internal MarketingA concept that is concern in maintainingharmony and co-ordination within theMarketing organization.
REMEMBER THIS!Tree = Relationship MarketingMaintains a long lasting relationshipwith all the parties connected to thebusiness.
REMEMBER THIS!House = Integrated Marketingpresented with a similar tone and stylethat reinforces the brand’s core message.
REMEMBER THIS!Captain Planet = Responsible MarketingAssumes a share of social support activities andenvironmental impact awareness.
REMEMBER THIS!Holistic Marketing Organization in the long run.