
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 ...