The holistic marketing concept is based on the development, design, and

implementation of marketing programs, processes, and activities that recognize

their breadth and interdependencies. Holistic marketing recognizes that everything
matters in marketing and that a broad, integrated perspective is often necessary.

Relationship Marketing a key goal of marketing is to develop deep, enduring

relationships with people and organizations that directly or indirectly affect the
success of the firms marketing activities. 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).

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.

Internal Marketing an element of marketing, 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, especially
senior management.

Performance Marketing requires understanding the financial and nonfinancial

returns to business and society from marketing activities and programs. Smart
marketers go beyond sales revenue to examine the marketing scorecard and
interpret what is happening to market share, customer loss rate, customer

satisfaction, product quality, and other measures. They also consider the legal,
ethical, social and environmental effects of marketing activities and programs.

A Review On Holistic Marketing Marketing Essay

Marketing of the 21st century is marked by its relationship orientation. Without
major alteration, marketing is refocusing its efforts of increasing organizational
performance through the development of long-term relationships with all its
partners (suppliers, customers, other stakeholders). Such a mutation, takes place on
the basis of shift from transactional marketing to relational marketing, the latter
requiring a new approach to business relationships among all the partners
mentioned above. Customer orientation, emphasized by relationship marketing,
directs the entire controlling activity towards monitoring the profitability generated
by companys relationship with its demand holders. The meaning this approach has
for the organization, takes a new qualitative dimension, through two concepts, more
commonly found in the theory and practice of developed countries: customer
lifetime value and customer profitability. Both concepts are common to interactive
marketing and seek to ensure ability to identify and capitalize difference between
customers (Pop, Fotea, Mihoc, & Pop, 2009).
On the background of increasingly complex exchange at the beginning of the third
millennium contemporary marketing presents new changes. Satisfying demands
expressed on the market by consumers employs organization in a more diversified
set of connections, not only with its beneficiaries but with its employees also, with
the surrounding environment, raising ethical responsibilities, towards legislation and
community to higher levels.
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Moreover, from another perspective evolution of marketing has been discussed by
several researchers (Hunt 2002; Sheth et al. 1988). According to Achrol and Kotler
(2012), this evolution has been from the functionalist paradigm to marketing
management and then towards the exchange paradigm. The functionalist paradigm
determined the marketing institutions and their functions. The marketing
management paradigm is based on the actual marketing processes and approach
rather than just the production functions in the organization. This approach takes
the marketing functions from the promotion of the products to product development
and customer orientation (Bagozzi, 1975; Kotler, 1972). Marketing expanded its
domain from just the goods and services to time, energy and other intangible
factors in not just the for profit organizations but in all non-profit, social agencies

and governments. This evolution has not just stopped with this approach (Achrol &
Kotler, 2012).
The exchange paradigm, with its focal point on inter-firm relationships, carried the
concept and theories of the marketing channel to the front, and it led us to the new
threshold of network paradigm (Achrol & Kotler, 1999).
So, several theorists and experts have come to the point that the holistic marketing
is the new paradigm for marketing in the third millennium. Holistic marketing is
based on holism theory, which says that the whole always has priority, more than
the total sum of individual parts, holistic marketing requires development and
implementation of marketing programs, processes and measures with a wide
spectrum and correlated with each other. Stressing that the whole is important, an
integrated marketing concept is required which is at the same time relational,
integrated, omnipresent within the organization and socially responsible. This way,
on the same level of importance are placed relationship marketing (which develops
a strategic and long term vision for the organization with all its partners), marketing
in action (integration of all components of marketing mix), implementation of
marketing as business perspective in all departments of the organization and
marketing responsibility towards the surrounding environment, the community
where enterprises operate in accordance with business ethics requirements and of
the law in force . So, holistic marketing can be seen as the development, design,
and implementation of marketing programs, processes, and activities that recognize
the breadth and interdependencies involved today's marketing environment.
Holistic marketing recognizes that "everything matters" with marketing and that a
broad, integrated perspective is often necessary (Kotler, Jain, & Maesincee, 2002).
This universalistic approach of marketing is also reflected by Sainz (2012), Heath
and Chatzidakis (2012) and Bart and Annemiek (2011) where they have used this
concept as their argument in their studies. Another look at the holistic marketing is
based on the customer-centric idea (Kotler, Jain, & Maesincee, 2002), means paying
attention to the perception of the offered products and services, and implies trying
to satisfy clients needs. It defines the sense-and-respond paradigm, which is
quite different from the classic make-and-sell paradigm that implied selling what a
company could make and that is not useful anymore in the dynamic, competitive
markets of the global economy.
Holistic marketing has four key dimensions:
1. Internal marketing-ensuring everyone in the organization embraces appropriate
marketing principles, especially senior management.
2. Integrated marketing-ensuring that multiple means of creating, delivering and
communicating value are employed and combined in the optimal manner.
3. Relationship marketing-having rich, multi-faceted relationships with customers,
channel members and other marketing partners.
4. Socially responsible marketing-understanding the ethical, environmental, legal,
and social effects of marketing.

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 partiescustomers, suppliers,
distributors, and other marketing partnersin order to earn and retain their
business. Relationship marketing builds strong economic, technical, and social ties
among the parties.
Integrated Marketing
The marketer's task is to devise marketing activities and assemble fully integrated
marketing programs to create, communicate, and deliver value for consumers. The
marketing program consists of numerous decisions on value-enhancing marketing
activities to use. Marketing activities come in all forms. One traditional depiction of
marketing activities is in terms of the marketing mix, which has been defined as the
set of marketing tools the firm uses to pursue its marketing objectives. McCarthy
classified these tools into four broad groups, which he called the four Ps of
marketing: product, price, place, and promotion.
Internal Marketing
Holistic marketing incorporates internal marketing, ensuring that 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. Smart marketers recognize that
marketing activities within the company can be as important as, or even more so
than, marketing activities directed outside the company. It makes no sense to
promise excellent service before the company's staff is ready to provide it.
Social Responsibility Marketing
Holistic marketing incorporates social responsibility marketing and understanding
broader concerns and the ethical, environmental, legal, and social context of
marketing activities and programs. The cause and effects of marketing clearly
extend beyond the company and the consumer to society as a whole. Social
responsibility also requires that marketers carefully consider the role that they are
playing and could play in terms of social welfare (Kotler et al., 2002).
Despite the fact that holistic marketing concept has been developing for a decade,
there is still not have been any comprehensive operationalization of the concept
which could serve the practitioners for application of the concept in its full. Hence,
this study would further the topic towards its application in the academia and the
practical market. Methodologically, this study would be based on the
comprehensive evolution of marketing thoughts and would construct the
operational dimensions on the emerging paradigm of holistic marketing. Local and
international organizations and marketing agencies would be studied for the
development of the constructs within the holistic marketing domain.