The document outlines the evolution of marketing from the production era to the holistic marketing era of the 21st century. Holistic marketing encompasses relationship marketing, integrated marketing, internal marketing, and social responsibility marketing, emphasizing that all aspects of marketing matter. Key components include mutual satisfaction among stakeholders, integration of marketing theories, and a focus on enhancing social welfare.

1. Holistic Marketing
Era
D. D. P. Arunasiri | R. G. A. Gunasekara | S. D. Mangalee
Post Graduate Institute of Agriculture
University of Peradeniya

2. Evolution of Marketing
1. Production Era – (1850s-1900s)
2. Product Era – (1900s-1930s)
3. Sales Era – (1930s-1950)
4. Marketing Era – (1950s-2000)
5. Holistic Marketing Era – ( 21st Century onwards )

3. What is Holistic Marketing ?
“Every thing matters in marketing”
-Kotler and Keller
looks at marketing as a complex activity and
acknowledges that everything matters in
marketing.

4. Components of Holistic Marketing
Relationship Marketing
Integrated Marketing
Internal Marketing
Social responsibility Marketing

5. Relationship Marketing
Mutual Satisfaction and Long term
relationship
Customers, Suppliers, Distributors
And Marketing Partners
Networking Customers, Employees,
Suppliers, Retailers, Ad Agencies
Mutually Profitable Business for all to
flow the profit

6. Integrated Marketing
Integration of several theories
1. Marketing Mix
2. Offering Mix
3. Communication Mix

7. Integrated Marketing Cont…
Marketing Mix
PromotionPriceProduct Place
Ensure the
products
are ready
to sell
Comparable
to
competitors
Generate
the
interest
How and
where
distributed
to sell

8. Integrated Marketing Cont…
Offering Mix
1. Product
2. Price
3. Services
Communication Mix
Advertising,
Sales Promotion, PR, Events, Direct
Marketing and Personal Selling

9. Internal Marketing
Ensuring that everyone embraces
appropriate marketing principles
Hire, train and motivate employees
who serves customers well
Marketing Research and Marketing
Function
Marketing functions must be
coordinated from the point of view of
the customer

10. Social Responsibility Marketing
Enhancing social welfare
Marketers consider the role that they are
playing and could play in terms of social
welfare
Ethical Legal Environmental Social

11. Thank You
“Good Marketing Makes the company
looks smart. Great Marketing makes
the customer feels smart”