Remember the concept of ‘Marketing Management Orientation’
from the book ‘Principles of Marketing’ written by ‘Philip Kotler and Gary
Armstrong’. In this marketing management orientation we learned that there are six
concepts that a manager must think when he makes the marketing strategy for
his/her company; Production concept, Product concept, Selling concept, Marketing
concept, Societal marketing concept and Relationship marketing concept. Complete Marketing Blog (www.youthhelpers.blogspot.com)
For long time these concepts carryout the whole system of
value delivery from product’s manufacturing to customer’s consumption and
dispose of but with the continuously change in the consumer’s behavior and
consumer’s intention about the products, marketers was forcefully encourage to think about something else that must
satisfy consumer’s need and demand. For this purpose, a new concept is
developed and that is Holistic Marketing
Concept.
Now for the complete definition of holistic marketing I must
say that “holistic marketing is a marketing concept in which we study different
marketing concepts and their inter-dependencies.” Holistic marketing is the
seventh concept of marketing management orientation. Complete Marketing Blog (www.youthhelpers.blogspot.com)
According to the above definition there are two main points
in it; different types of marketing concepts and their inter-dependencies. In
holistic marketing we use every type of marketing concept that can help to
satisfy the customers and not only marketing concept but also their best
combinations because with best and perfect combination of marketing concepts,
either that is relationship marketing or it is societal marketing, we cannot implement
holistic marketing. Complete Marketing Blog (www.youthhelpers.blogspot.com)
A holistic marketing approach consider following points for
business marketing: values, ethics, passions and concerns of the people
involved in the company, processes, and goods or services as well, to select
the best marketing strategy for delivering the highest value to the end
customers. Complete Marketing Blog (www.youthhelpers.blogspot.com)
There is often a unique culture in each business created by the unique set of
owners and employees. The goods or services might be very similar to other companies’
offerings, but will have the unique flavor from the culture of the company.
Holistic marketing seeks to employ this uniqueness as a strategy of helping identify
the specific niche from which to target end users. Making it a truly holistic
approach by looking at the whole business system in each creative marketing
strategy.
This holistic approach is a very new concept introduced in business, but attract
very large number of marketers because it helps them to create value both for
the buyer and seller also. In other words it is bringing everything together. Complete Marketing Blog (www.youthhelpers.blogspot.com)
Four main components of holistic marketing are: Internal
marketing, Integrated marketing, Performance marketing and relationship
marketing. From the above diagram we can easily understand what actually these
component paly role in the holistic marketing.
Internal Marketing includes
the internal management system, marketing department and collaboration of other
departments with the marketing departments. Integrated Marketing involves the product strategy, pricing
strategy, promotion strategy, and communication strategy and placing strategy. Simply
integrated marketing includes the whole basic product strategy in which managers
tells how to develop and deliver the product to the customers. Performance Marketing involves
following activities like how to sell the product, what is brand and customer equity,
what is legal and ethical responsibilities for company and product as well. Last
one is Relationship Marketing that
includes relationship with customers, partners, employees and competitors.
Conclusion is simple, Holistic Business Marketing
looks at the whole business system to create a marketing plan. Most Marketing
strategies focus only on the service or goods provided and do not look at the
people involved who create and deliver what is being marketed. Now these days
simply focus on customers and involves the whole system to generate maximum
value. Complete Marketing Blog (www.youthhelpers.blogspot.com)