Holistic Marketing
Holistic marketingis the development, design, and implementation of marketing programs,
processes, and activities that recognize the breadth and interdependencies of today’s marketing
environment
Four key dimensions of holistic marketing are:
1. Internal marketing ensuring everyone in the organization embraces appropriate marketing
principles, especially senior management. Internal marketing is the task of hiring, training, and motivating
able employees who want to serve customers well.
2. Integrated marketing occurs when the marketer devises marketing activities and assembles marketing
programs to create, communicate, and deliver value for consumers such that the whole is
greater than the sum of its parts. Two key themes are that (1) many different marketing activities
can create, communicate, and deliver value and (2) marketers should design and implement any
one marketing activity with all other activities in mind.
3. 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).
4. Performance marketing understanding returns to the business from marketing activities
and programs, as well as addressing broader concerns and their legal, ethical, social, and environmental
effects. Performance marketing requires understanding the financial and nonfinancial returns to business
and society from marketing activities and programs
⠀ Kotler, P., Keller, K. L.(2012). Marketing management(14th ed.). New Jersey: Prentice Hall (p. 17)
⠀ Kotler, P., Keller, K. L.(2012). Marketing management(14th ed.). New Jersey: Prentice Hall (p. 42-44)