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.
It makes no sense to promise excellent service before the company’s staff is ready to provide it.
Internal marketing must take place on two levels. At one level, the various marketing functions sales force, advertising, customer service, product management, marketing research must work together. Too often, the sales force thinks product managers set prices or sale quotas “too high” ; or the advertising director and a brand manager cannot agree on an advertising campaingn. All these marketing functions must be coordinated from the customer’s point of view.
At the second, other departments must embrace marketing; they must also “think customer.” Marketing is not a department so much as a company orientation.
Internal marketing thus requires vertical alignment with senior management and horizontal alignment with other departments, so everyone understands, appreciates, and supports the marketing effort.
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