Holistic marketing concept is considered as a newest marketing approach to marketing and the latest business concept. This concept explains that there are so many categories of customers, including individuals and organisations or individual consumers and society as well, whose needs and wants and unlimited and are not identifiable at all times. And on the other hand, there is high level of competition in the market. All the needs of consumers cannot be satisfied by a single marketing efforts like in the other marketing concept; in order to meet all these needs and satisfy all customers, marketers needs to use all possible marketing tools and effort.
According to Philip Kotler and Kevin Lane Keller, "A holistic marketing concept is based on the development, design, and implementation of marketing programs, processes, and activities that recognize the breadth and interdependencies". Holistic marketing recognizes that 'everything matters' with marketing and that a broad Integrated perspective is necessary to attain the best solution.
According to Business Dictionary, "Holistic marketing concept is a marketing strategy that is developed by thinking, about the business as a whole, its place in the broader economy and society, and in the lives of its customers. It attempts to develop and maintain multiple perspectives on the company's commercial activities.
Holistic marketing focuses on marketing which is effectively the whole body rather than its many individual component parts. Four main components of holistic marketing are as follows:
- Relationship marketing emphasizes customer retention and satisfaction rather than a dominant focus on sales transactions.
- Integrated marketing is an approach to brand communication where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the Brand's core message.
- Internal marketing is a process that occurs within a company or organization whereby the functional process aligns, motivates, and empowers employees at all management levels to deliver satisfying customer experience.
- Socially responsible marketing is a marketing philosophy that states a company should take into consideration what is in the best interest of society in the present and long-term.
Features of Holistic Marketing Concept
- New approach: Holistic marketing concept is a very new approach. It provides a new way of looking at a business.
- Components: Holistic marketing concept has four components. They are relationship marketing, integrated marketing, internal marketing, and socially responsible marketing.
- Base: A holistic marketing concept is based on the development, design, and implementation of marketing programs, process, and activities that recognize the breadth and interdependencies.
- Focus: Holistic marketing focuses on marketing which is effectively the whole body rather than its many individual component parts.
