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1. Holistic Marketing
Dr. Mohamed Saad
Business Unit Manager
BioMed Pharmaceuticals
Marketing Club Instructor

3. HOLISTIC MARKETING
By
Mohammed Saad
April,2019

4. What it means
• Naïve marketing plans usually focus on the traditional process of
situation analysis that ends up with a SOWT table from which a
strategy is generated and translated into action plan.
• The strategy is usually built on selecting the way 4Ps should go after
segmentation, targeting and positioning.

5. What it means
• While marketers giving the focus to customer satisfaction and profit making,
they dropout the impact their plans will/should have on stakeholders other
than the customers and the finance department of the company.
• This bias common in practice highlighted the need for the new concept of
holistic marketing.
• The word holistic describes “comprehension”
• Under a holistic marketing concept, the development of marketing programs
isn’t isolated business functions.
• It integrates 4 main arms.

6. What it means
•

7. Relationship marketing

8. Relationship marketing
• The goal of relationship marketing is to build strong, long-lasting
relationships with various stakeholders and other important parties
connected to the business.
• Customers, employees, financing entities, suppliers, vendors,
regulatory agencies and competitive firms are all necessary partners
for a business to have and keep.
•

9. Internal marketing

10. Internal marketing
• Internal marketing is aimed at catering to the specific needs of the
business's own employees.
• Internal marketing ensures that employees are satisfied with the work
they perform each day as well as the philosophy and direction of the
organization as a whole.
• Greater satisfaction among employees leads to increased customer
satisfaction over time, making internal marketing a key aspect of the
holistic approach.
•

11. Societal marketing

12. Societal marketing
• This component extends a company's reach beyond the customers
consuming its product or service to society in general.
• Societal marketing is aimed at creating marketing initiatives that are
based on ethically sound business practices, such as environmentally-
friendly production or meaningful interaction with the surrounding
community.
• Marketing campaigns that are intentionally socially responsible
provide another method for businesses to build long-lasting,
beneficial stakeholder and partner relationships.

13. Integrated marketing

14. Integrated marketing
• Within the integrated marketing component of a holistic strategy,
businesses work towards making marketing decisions that
create value for stakeholders through a clear, concise marketing
message.
• All marketing communication elements should be integrated to
ensure that the company's customers and business partners have the
same experience with and perception of the company.
• The fact is that even during planning and implementation of the
integrated marketing strategies, marketers are biased and they need
to recall the holistic approach to translate the word “integrated” right

15. HOLISTIC THINKING

16. Marketingmix
(4Ps)
Product
Price
Placement
Promotion
(IMC)
Advertising PR
Personal
selling
Sales
promotion
Event
marketing
Direct
marketing
Alternative
marketing
techniques
Digital
Marketing
Display advertising
Search engine advertising
Search engine optimization
YouTube marketing
E-mail marketing
Social media marketing
Content marketing
Mobile marketing
Holistic view
of the
marketing
channels & tools

17. Holistic view
of the
marketing
objectives
with
customers’
mind
readiness
stage
Customer
readinessstage
Hierarchyof
effectsobjective
Brand
objectives
Message
strategy
Un aware
ActionDesireInterestAttention
ConvincedInterestedAware
Create
awareness/
perception
Spread
data/motivate
trial/ evaluation
Purchasing
Liking/
preference
Cognitive BehavioralAffective
Cognitive/a
ffective

18. Take home message
• Consider the relevant non-buyers stakeholders
• Consider the society
• Consider your staff
• Consider the traditional vs. non-traditional channels
• Consider the components of each channel
• Consider the customers’ mind readiness stage

19. Q & A
THANK YOU

20. 13th Cairo Marketing Club 10-4-2019