This document discusses concepts for managing a holistic marketing organization long-term, including internal marketing, integrated marketing, relationship marketing, and social responsible marketing. Internal marketing focuses on maintaining harmony between marketing functions. Integrated marketing ensures different modes work together to create a seamless customer experience. Relationship marketing is about building long-lasting relationships with customers and partners. Social responsible marketing resonates with social and environmental values. The holistic marketing concept recognizes the interdependencies between all marketing programs, processes, and activities.
2. Holistic Marketing Concepts
“The Holistic Marketing Concept is based on the development, design
and implementation of marketing programs, processes and activities that
recognizes their breadth and inter-dependencies.”
-Philip Kotler
4. Internal Marketing
Internalmarketingisalsoabout maintainingharmony and co-ordination amongvariousmarketing
functionsand activitieswithintheorganization.
FUNCTIONAL ORGANIZATION
• An organizational structure that consists Managers that functions
according to their expertise or performance achievement.
6. Internal Marketing
RELATIONSHIP WITH CROSS-FUNCTIONAL TEAMS
• Teams from different departments in an organization who are
mutually accountable to a common set of performance goals
8. Integrated Marketing
Different modes work together to create a seamless experience for
the customer and are presented with a similar tone and style that
reinforces the brand’s core message.
OUTPUT
ATL/BTL
Social
Media
PR
10. Relationship Marketing
Company
- Shelf
Management
-
Promotional
initiatives
- Deeper
corporate
partnerships
Partner &
Customer
-
Prioritization
for trade &
consumer
initiatives
- Larger shelf
space
Managing trust and long-term
relationships with larger
customers.
•Building long-lasting relationships with various
parties connected to a business including the
customers, employees, suppliers, financial
institutions, regulatory bodies, competitive firms
and the society in general.
11. Relationship Marketing
…there is a need to manage the two most expensive
assets of the retailer:
Product Inventory and Shelf Space
The Solution…
12. Social Responsible Marketing
Resonates with employees’ and customers’ definition of a socially
responsible lifestyle.
Assumes a share of social support activities and environmental
impact awareness.
14. REMEMBER THIS!
Jigsaw puzzle = Holistic Marketing
A concept that appreciates the
interdependencies of the processes
and activities involved in a Marketing
program.
15. REMEMBER THIS!
Watch Mechanism = Internal Marketing
A concept that is concern in maintaining
harmony and co-ordination within the
Marketing organization.
16. REMEMBER THIS!
Tree = Relationship Marketing
Maintains a long lasting relationship
with all the parties connected to the
business.
17. REMEMBER THIS!
House = Integrated Marketing
presented with a similar tone and style
that reinforces the brand’s core message.
18. REMEMBER THIS!
Captain Planet = Responsible Marketing
Assumes a share of social support activities and
environmental impact awareness.