Holistic marketing Concept

1. SYBBA SEM 3
Ch.1.5 Holistic Marketing Concept
Prof. Ajay Shukla
Rofel-BBA

2. • The Holistic Marketing Concept
• The companies of 21st century have new
capabilities that are instrumental in
transforming the way they have been doing
marketing. Companies, therefore, need a fresh
thinking about as to how to operate and
compete in the new marketing environment.
• Marketers in the 21st century are incrementally
recognizing the need for having more complete,
cohesive and concrete approach that goes
beyond the traditional applications of the
marketing concept.

3. • What is needed is holistic marketing concept or
integrated marketing concept based on the
development, design, and implementation of
marketing programs, processes, and activities
that respect their breadth and
nterdependencies.
• Holistic marketing recognizes that “everything
matters” with marketing and that broadly
integrated perspective is very essential. Such a
holistic approach has four components namely,
relationship marketing, integrated marketing,
internal marketing and social responsibility
marketing.

4. • Holistic marketing thus recognizes and
reconciles the scope and complexities of
marketing activities. Figure 1.3 provides a
schematic overview of four broad components
characterizing holistic marketing:
• Relationship marketing,
• Integrated marketing,
• Internal marketing, and
• Performance marketing.
• Successful companies keep their marketing
changing with the changes in their
marketplace—and marketspace.

6. • 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
(channels, suppliers, distributors, dealers, agencies),
and members of the financial community
(shareholders, investors, analysts).
• 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.

7. • Integrated Marketing
• All company communications also must be
integrated. Using an integrated
communication
strategy means choosing communication
options that reinforce and complement each
other.
• A marketer might selectively employ
television, radio, and print advertising, public
relations and events

8. • The company must also develop an
integrated channel strategy. It should assess
each channel option for its direct effect on
product sales and brand equity, as well as its
indirect effect through interactions with
other channel options.

9. • Internal Marketing
• Internal marketing, an element of holistic
marketing, is the task of hiring, training, and
motivating able employees who want to
serve customers well. It ensures that
everyone in the organization embraces
appropriate marketing principles, especially
senior management.
• It makes no sense to promise excellent
service before the company’s staff is ready to
provide it.

10. • 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.
• They are also considering the legal, ethical,
social, and environmental effects of marketing
activities and programs.

11. Thank you
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