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Service Marketing, 2nd Edition by Pearson
book

Service Marketing, 2nd Edition by Pearson

by K. Rama Mohana Rao
May 2024
Beginner to intermediate content levelBeginner to intermediate
585 pages
24h 22m
English
Pearson India
Content preview from Service Marketing, 2nd Edition by Pearson
Marketing Management: Core Concepts 33
approach adopted by the company supported its growth and development over
the years.
The Holistic Marketing Concept
e rapidly changing business scenario has increasingly forced companies to
adopt an integrated, uni ed approach that goes beyond traditional applica-
tions of the marketing concept. P. Kotler aptly termed this approach as holis-
tic marketing. According to him: “ e holistic marketing concept is based
on the development, design and implementation of marketing programmes,
processes and activities that recognizes their breadth and interdependencies.
Holistic marketing recognises that ‘eve ...
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Publisher Resources

ISBN: 9781306254410