RANSFORD

MARKETING 42.

The holistic marketing concept

The trends and forces shaping marketing in the early 21st century are driving businesses to adopt a new set of beliefs and practices. The holistic marketing concept emphasizes the development, design, and implementation of marketing programs, processes, and activities that recognize their interconnections and overall scope. It acknowledges that everything in marketing matters—requiring a broad, integrated perspective to effectively manage the complexities of marketing efforts.

Holistic marketing recognizes the interconnectedness of marketing activities and seeks to balance and align these efforts. The diagram below provides a schematic overview of four key components that characterize holistic marketing: relationship marketing, integrated marketing, internal marketing, and performance marketing. These major themes will be explored throughout this section

Holistic Marketing
Dimensions