Holistic+Marketing

The holistic marketing concept is based on the development, design, and implementation

of marketing programs, processes, and activities that recognizes their breadth and interdependencies . Holistic marketing recognizes that "everything matters" with marketing —

and that a broad, integrated perspective is often necessary.



The holistic marketing concept looks at marketing as a complex activity and acknowledges that

everything matters in marketing. The holistic viewpoint follows that systems—in this case marketing—

somehow function as wholes and that their functioning cannot be fully understood solely in terms of their

component parts. Therefore, a broad and integrated perspective is necessary in developing, designing,

and implementing marketing programs and activities. The four components that characterize holistic

marketing are relationship marketing, internal marketing, integrated marketing, and socially responsive

marketing.