HOLISTIC MARKETING CONCEPT

The HOLISTIC MARKETING CONCEPT is based on the DEVOLOPMENT,DESIGN and    IMPLEMENTATION of MARKETING PROGRAMS,PROCESS and ACTIVITIES that recognize their BREADTH and INTERDEPENDENCIES.Holistic  marketing acknowledges that everything matters in marketing and that a broad,integrated perspective is often necessary.Thus,holistic marketing recognizes and reconciles the scope and complexities of marketing activities.
There are 4 types of HOLISTIC MARKETING CONCEPTS:
1)internal marketing
2)integrated marketing
3)performance marketing
4)relationship marketing


Now let us have a look at each type in detail
1)INTERNAL MARKETING: It 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,espicially senior management.Smart marketers recognize activities WITHIN the company can be as important or even more important than those directed outside the company.It makes no sense to promise excellent service before the company's staff is ready to provide it.

Marketing is no longer the responsibility of a single department it is a company-wide undertaking that drives the company VISION,MISSION and STRATEGIC PLANNING.It succeeds only when all departments  work together to achieve customer goals:when engineer designs the right products,finance furnishes the right amount of funding,purchasing buys the right materials,production makes the right products in the right time horizon and accounting measures profitability in the right ways.Such interdepartmental harmony can truly coalesce  however,when management clearly communicates a vision of how the company"s marketing orientation and philosophy serve customers.

2)INTEGRATED MARKETING:integrated marketing occurs when the marketer devises marketing activities and assembles marketing program to create,communicate and deliver value for consumers such that  "WHOLE IS GRATER THAN SUM OF ITS PARTS" .Two key themes that(1) many different marketing activities can create,communicate,and deliver value(2)marketers should design and implement any one marketing activity  with all other activity in mind.when a hospital buy an MRI from general electric's medical system division,for instance,it expects good installation,maintainence and training services along with the purchase

3)PERFORMANCE MARKETING: It requires understanding the financial and non financial returns to business and society from marketing activities and programs.top marketers are increasingly going beyond sales revenue to examine the marketing scorecard  and interept what is happening to market share,customer loss rate,customer satisfaction,product quality and other measures.

performance marketing involves two class:(1)FINANCIAL ACCOUNTABILITY
and (2)SOCIAL RESPONSIBILITY MARKETING
financial accountability marketers are increasingly asked to justify their investments in financial and profitability terms,as well as in terms of building the BRAND and  GROWING THE CUSTOMER BASE.
social responsibility marketing :marketers must consider the ETHICAL,ENVIRONMENTAL,LEGAL and SOCIAL CONTEXT of their role and activities.
4)RELATIONSHIP MARKETING: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).