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The Holistic Marketing Approach

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The Holistic Marketing Approach

  1. 1. Holistic Marketing A Whole Business Strategy
  2. 2. Holistic Marketing: Diagram- Holistic Marketing Internal Marketing Integrated Marketing Socially Responsible Marketing Relationship Marketing Marketing Management Other Departments Communications Products & Services Channels Ethics Environment Legal Community Customers Channels Partners Compiled by author from source: slideshare.net
  3. 3. Holistic Marketing: Internal Marketing- A Unique Aspect of the Holistic Concept is The Burden on Internal Marketing The Product is Marketed Internally The Consumers, Employees and Managers Have to Believe In What They Say This forces everyone to “think customer” The performance of the company is marketed, this presents a good corporate citizenship image Customers indulge in a cultural and ethical audit of corporations Compiled by author from source: papers.ssrn.com
  4. 4. Holistic Marketing: Case in Point- ™  Consider Apple - Their Advertising Strategy is Simple – A Sleek, Modern Product that Works Faster and Smarter Internal Marketing Ensures That Internal Staff Link With External Customers Employees Uphold Apple Principles and the Brand and are Purposely Recruited, Trained And Retained This Strategy is Carried Across all Aspects of the Apple Brand This Allows Apple to Charge Prices Above Those of Their Competition and Dominate the Hardware Market Compiled by author from source: marketing-schools.org Image Source: Google Images
  5. 5. Holistic Marketing: Integrated Marketing- Centers Around a Strong, Focused Brand Image Communicates Through a Clear, Consistent Voice Maintains a Consistent Look and Feel Across all Media Utilizes Traditional and Digital Media for Promotion Stresses the Importance of Consistent, Seamless, Multi- Dimensional Brand Experience for the Consumer Compiled by author from source: marketing-schools.org
  6. 6. Holistic Marketing: Integrated Approach- Advertising Sales Promotion Public Relations Direct Marketing Social Media  A mix of strategies and methods designed to capture the attention of the potential customer  Retaining a customer costs five times less than attracting a new one  Care is given to the costs and benefits of the customer perceived value The Holistic Approach To Communication Compiled by author from source: papers.ssrn.com
  7. 7. Holistic Marketing: Case in Point- Engagement Exposure Interaction Relationships They created an interactive technology filled store they named “Heineken the City” They made new “green” changes and advertised the ways they were saving the planet Heineken City was created to physically give customers a place to experience the brand They developed sponsorship programs with many local businesses They stepped up global presence, while consistently portraying the brand and product image Brand Repositioning Heineken Focused on Four Main Themes: Compiled by author from source: tiffanybrown.wordpress.com - marketingteacher.com Image Source: Google Images
  8. 8. Holistic Marketing: Socially Responsible Marketing- Ethics: Social Responsibility: Social Responsibility Considers the Total Effect of Your Practices on Society Ethics Focuses on the Marketing Groups Decisions Compiled by author from source: cleverism.com Image Source: Google Images
  9. 9. Holistic Marketing: Responsibility- Socially Responsible Marketing is Taking Moral Actions That Encourage a Positive Impact on Stakeholders Including: Employees Community Consumers Shareholders Compiled by author from source: cleverism.com
  10. 10. Holistic Marketing: Case in Point-  Starbucks Introduced America to The Rich Sensory Experience of Coffee Gave Comprehensive Health Care to all its Employees, Even Temps Offers “Bean Stock” Financial Option, Applied Fair Trade Export Practices Offered the World’s First Recycled Cup; While Promoting a Literacy Program Thus Retaining its Passion For Coffee, With a Sense of Humanity Compiled by author from sources: papers.ssrn.com Image Source: Google Images
  11. 11. Holistic Marketing: Relationship Marketing- Compiled by author from source: bizible.com Image Source: Google Images Practices & Strategies Used by Companies to Manage Customer Exchanges and Data During the Customer Lifecycle Helps Grow Business Relationships With Customers, Assists in Customer Retention and Driving Sales
  12. 12. Holistic Marketing: Case in Point-  The company measures its value by performance based indicators and two other factors  It has been getting, keeping and growing customers by connecting strong bonds Environmental Impact Social Impact ™ Compiled by author from source: papers.ssrn.com Image Source: Google Images
  13. 13. Contact Us for the Full Presentation: Mediacontact USA Inc. 13575 58TH Street North #160 Clearwater, Fl. 33760 T: 727 538 4112 E: contact@mcusa.co www.mediacontactusa.com
  14. 14. Sources Cited:  "6 Ways B2B Marketers Use Their CRM To Achieve Dramatic Growth." 6 Ways B2B Marketers Use Their CRM To Achieve Dramatic Growth. N.p., n.d. Web. 25 Aug. 2016. http://www.bizible.com/blog/b2b-marketers-crm-best-practices  "A Holistic Marketing Success Story: Heineken." Holistic Marketing Concepts. N.p., 2012. Web. 26 Aug. 2016. https://tiffanyabrown.wordpress.com/2012/10/20/heineken/  "The Advantages of Ethical Behavior in Business." Small Business. N.p., n.d. Web. 11 Aug. 2016. http://smallbusiness.chron.com/advantages-ethical-behavior-business-21067.html  "Holistic Marketing Concept - Explained with Examples." Marketing91com. N.p., n.d. Web. 17 Aug. 2016. http://www.marketing91.com/holistic-marketing-concept/  Holistic Marketing Concepts http://easyonlinebooks.weebly.com/uploads/1/1/0/7/11075707/holistic_marketing_concept.eas y.pdf  "Holistic Market." Holistic Market. N.p., n.d. Web. 17 Aug. 2016. http://www.slideshare.net/skmhassan3/holistic-market  "How Business Ethics Improves Your Bottom Line." Small Business. N.p., n.d. Web. 11 Aug. 2016. http://smallbusiness.chron.com/business-ethics-improves-bottom-line-41036.html
  15. 15. Sources Cited:  "Internal Marketing - Marketing Teacher." Marketing Teacher. N.p., 2014. Web. 29 Aug. 2016. http://www.marketingteacher.com/internal-marketing/  "Internal Marketing | What Is Internal Marketing?" Internal Marketing | What Is Internal Marketing? N.p., n.d. Web. 25 Aug. 2016. http://www.marketing- schools.org/types-of-marketing/internal-marketing.html  Kuriakose, Francis, Markets and Morality: Tracing the History and Evolution of Ethical and Sustainable Marketing Practices (September 24, 2015). Available at SSRN: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2664977  "Nestle Slim Milk: Holistic and Sustainable Marketing." Marketing Diary. N.p., 2014. Web. 17 Aug. 2016. https://surabhiudas91.wordpress.com/2014/09/26/nestle-slim- milk-holistic-and-sustainable-marketing/  "Social Responsibility & Ethics in Marketing." Cleverism. N.p., 2015. Web. 09 Aug. 2016. https://www.cleverism.com/social-responsibility-ethics-marketing/  What is Social Branding: What Makes a Brand Social? http://idr.is/what-is-social- branding-what-makes-a-brand-social-what-do-you-need-to-do-to-become-a-truly- social-br/

Hinweis der Redaktion

  • http://www.slideshare.net/skmhassan3/holistic-market
  • http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2664977
  • http://www.marketing-schools.org/types-of-marketing/integrated-marketing.html
  • http://www.marketing-schools.org/types-of-marketing/internal-marketing.html
  • http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2664977
  • https://tiffanyabrown.wordpress.com/2012/10/20/heineken/
    http://www.marketingteacher.com/internal-marketing/
  • https://www.cleverism.com/social-responsibility-ethics-marketing/
  • https://www.cleverism.com/social-responsibility-ethics-marketing/
  • http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2664977
  • http://www.bizible.com/blog/b2b-marketers-crm-best-practices
  • http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2664977

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