Definition holistic marketing

Marketing strategy which is developed by thinking about the business as a whole.

When using a holistic marketing strategy, every aspect of the business must be
carefully considered. The company must think about how a consumer will interact
with its product, its website, its advertising materials, and everything else.

What is meant by holistic marketing?

Holistic Marketing is a term used to describe a strategy that enables you to look at your
marketing efforts as a 'whole', which in turn helps you develop an overall or 'holistic
marketing' plan.
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Holistic Marketing Concept

Categories:

The focus of this concept is that everything matters in marketing. It integrates the new
concept with the societal marketing concept. Integrated marketing is used to meet
customer needs. Relationship marketing is used to develop lifelong relations with
customers. Internal marketing is used to make all members of the organization customer-
oriented. Social responsibility is practiced to promote consumer and societal welfare.
Performance marketing is practiced to ensure financial accountability in profit terms.

The holistic marketing concept has the following features:

The starting point is the target market.

Focus is given to all matters related to marketing. Any one aspect of marketing is not
given too much attention.
The means for marketing are:
· Integrated Marketing: It is practiced to efficiently and effectively utilize marketing
resources. All marketing matters are put under the marketing department.
· Relationship Marketing: It is practiced to develop mutually satisfying long-term
relationships with customers to retain them. They become satisfied and lifelong loyal
customers. Amicablerelations are developed with all the stakeholders to retain their
business. The key stakeholders are customers, employees, channel members and financial
institutions. A network of relationships is built.
· Internal Marketing: It is practiced to make all managers and employees customer-
oriented. They are given training to become customer-oriented. Customer think is
promoted orgainzationwide.
· Societal Marketing: It is practiced to enhance consumer and social welfare.
· Performance Marketing: It is practiced to ensure financial accountability in profitability
terms. It assesses the value of marketing efforts.
d) The goal of the organization are effectively achieved through marketing think.

Holistic concept is the latest thinking about marketing. It has five pillars:
Integrated Marketing
Relationship Marketing
Internal Marketing
Societal Marketing
Performance Marketing

The Importance of Marketing

The Importance of Marketing
Financial success often depends on marketing ability. Finance, operations, accounting,
and other business functions will not really matter if there is not sufficient demand for
products and services so the company can make a profit. There must be atop line for there
to be a bottom line. Many companies have now created a Chief Marketing Officer, or
CMO, position to put marketing on a more equal footing with other C-Level executives
such as the Chief Executive Officer (CEO) and Chief Financial Officer (CFO). Press
releases from organizations of all kinds-c-from consumer goods makers to health care
insurers and from non-profit organizations to industrial product manufacturers-trumpet
their latest marketing achievements and can be found on their Web sites. In the business
press, countless articles are devoted to marketing strategies and tactics

Importance of Marketing Strategy

The importance of marketing plans outweighs any other decision that can be taken in the
realm of marketing strategies. Yes, marketing plan is essential to grab the market
segment before any other player captures the market. What are the target groups? Which
segment of the market presents higher revenue generating opportunities? These are some
of the questions that marketing teams ponder over, in the pursuit of achieving a good
plan. This is where the importance of marketing research comes into picture. The market
research team analyzes and understands the requirements of the consumers.

The Holistic Marketing Concept

A whole set of forces that appeared in the last decade call for new marketing and business
practices. Companies have new capabilities that can transform the way they have been
doing marketing (see "Marketing Insight: The Internet Advantage"). Companies need
fresh thinking about how to operate and compete in a new marketing environment.
Marketers in the twenty-first century are increasingly recognizing the need to have a
more complete, cohesive approach that goes beyond traditional applications of the
marketing concept. Look at Puma.

Puma
German athletic footwear company Puma has used holistic marketing to bring its product
back from being a sentimental mainstay of the 1970s to one of the trendiest athletic shoes
around Puma uses multiple marketing approaches that work synergistically to set Puma
apart as an edgy trend-setting brand. Puma designs products with distinct customer
groups in mind-such as snowboarder's car racing fans and yoga enthusiasts-using market
research generated by its retailer partners. Puma also targets the armchair athlete-its two
most popular models are the Mostro, a walking shoe with a nubbed wraparound sole, and
the Speed Cat, a flat $65 sneaker modeled on shoes worn by Formula one race car
drivers. It generates word of mouth or "viral marketing" by clever promotions-from
partnering with BMW/Min Terence Conran Design Shop, and the Jamaican Olympic
team-or holding promotional events at sushi restaurants during the 2002 World Cup to
outfitting Serena Williams and showcasing products in well-chosen TV shows and
movies. The approach is working: Puma's sales have increased for 10 straight years from
1994 to 2004, tripling in total.

The Holistic Marketing

concept is based on the development, design, and implementation of marketing programs,
processes, and activities that recognizes their breadth and interdependencies.
Holistic marketing recognizes that "everything matters" with marketing and that a broad,
integrated perspective is often necessary. Four components of holistic marketing are
relationship marketing, integrated marketing, internal marketing, and social responsibility
marketing.
Holistic marketing is thus an approach to marketing that attempts to recognize and
reconcile the scope and complexities of marketing activities.

RELATIONSHIP MARKETING
Increasingly, a key goal of marketing is to develop deep, enduring relationships with all
people or organizations that could directly or indirectly affect the success of the firm's
marketing activities. Relationship marketing has the aim of building mutually satisfying
long-term relationships with key parties-customers. Suppliers, distributors, and other
marketing partners-in order to earn and retain their business. Relationship marketing
builds strong economic, technical, and social ties among the parties.
Relationship marketing involves cultivating the right kind of relationships with the right
constituent groups. Marketing must not only do customer relationship management
(CRM), but also partner relationship management (PRM) as well. Four key constituents
for marketing are customers, employees, marketing partners (channels, suppliers,
distributors, dealers, agencies), and members of the financial community (shareholders,
investors, analysts).

What's Holistic Marketing?

As only an audacious young MBA can do I'm going to create a new idea in business - and
name my own little net-fiefdom after it, Holistic Marketing. I know, I know I'm going to
upset all those folks who already think MBAs are "know-it-alls" but I don't care. You and
I, well at least I, already know that I don't know everything.

You have heard of the marketing concept, a market orientation and integrated marketing
communications but you haven't heard of Holistic Marketing...well now you have. So
what is Holistic Marketing?

Holistic Marketing is the idea that marketing is everything. It is the idea that to truly be
successful an organization must have a holistic approach to marketing where each facet
of the organization is focused on how to add value to the customer and communicate that
value.

Holistic Marketing is not just thinking about the customer strategically as in having a
market orientation or achieving consistency of message, look and feel across all
platforms as in integrated marketing communications but rather focusing on the principle
that if value is not being created it is being destroyed.

The challenge is to focus on building value in everything that the organization does. Too
often creating value is left to the innovators and strategists while marketers are tasked
with communicating that value. This old paradigm is broken because it leaves out the
folks in between who really drive value for any organization, the folks on the line who
execute.

A business can have the best strategy and marketing communications in the world but if
the people who deliver the product or service aren't interested in creating value for the
customer then the entire equation will be undermined. The great challenge then is to get
everyone within the organization pulling in the same direction.

One of the pillars of this new philosophy of business is the seminal work, Built to Last by
Jim Collins and Jerry Porras. Collins and Porras postulate that one of the driving forces
behind great organizations is a shared sense of purpose and a culture so strong it is almost
cult-like. These two elements combine to give people within the organization something
to believe in which results in them all pulling in the same direction.

When everyone in an organization feels empowered to create the next customer solution
then you get value being added up and down the organization, even by those folks at the
bottom of the pyramid. Holistic marketing is this concept; that value is not created in the
corner office but by those on the line delivering the product or service to the customer.
The folks on the line will only continue to add value if they are engaged in the process
and empowered to do so, if not then your out of luck.

Remember, if value isn't being created it's being destroyed. The question you have to ask
is...Are your people creating value or destroying it?
Posted by Dan - Associate Director at 8:38 PM