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” in marketing and that a broad, integrated perspective is often necessary.
Holistic marketing is thus an approach that attempts to recognize and reconcile the scope and complexities of marketing activities. The four broad components characterizing holistic marketing are:
i. Relationship marketing,
ii. Integrated marketing,
iii. Internal marketing, and
iv. Performance marketing.
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