Marketing Management, 16th Edition

The Concept of Holistic Marketing

Holistic marketing recognizes and reconciles the scope and complexities of marketing activities and offers an integrated approach to managing strategy and tactics. Figure 1.4 provides a schematic overview of four broad components characterizing holistic marketing: relationship marketing, integrated marketing, internal marketing, and performance marketing. We’ll examine these major themes throughout this text.

Figure 1.4

The Concept of Holistic Marketing

Figure 1.4 Full Alternative Text

To succeed, marketing must be more holistic and less departmental. Marketers must achieve wider influence in the company, continuously ...