Holistic Marketing Concept

Marketing is about identifying and meeting social needs. One of the shortest good definition of marketing is “meeting needs profitably.” The American Marketing Association offers the following formal definition: Marketing is the activity, set of institutions, and process for creating, communicating, delivering and exchange offerings that have value for customers, clients, partners and society at large.

Marketing is an organisational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its stakeholders. Marketing management is the art and science of choosing target markets and getting, keeping and growing customers through

Today’s marketplace is fundamentally different as a result of major societal forces that have resulted in many new consumer and company capabilities.

There are 5 competing concepts under which organisations can choose to conduct their business: The Production concept, the product concept, the selling concept, the marketing concept and the holistic marketing concept. The first three are of limited use today. Holistic marketing recognises that everything matters in marketing and that a broad integrated perspective is often necessary. 4 components of Holistic Marketing are Relationship marketing, Integrated marketing, Internal marketing and Socially Responsible marketing.

Example: Google

In 1998, two Stanford University Ph.D students, Larry Page and Sergey Brin, founded a search engine company named it Google. Their corporate mission is to organize the world’s information and make it universally accessible and useful. The company has become the market leader for search engines through its business focus and constant innovation. Google’s goal is to reach as many people as possible on the web- whether by PC or by phone. Google has enjoyed great success as a company and a brand since its launch. When it experienced an hour long outage in 2009, worldwide internet traffic decreased by 5%. Google’s revenues topped $ 21 billion in 2008 and the company was ranked the most powerful

It was launched as an ointment for relieving joint pain that troubles old people. Subsequently, based on consumer insight that backache is a significant problem faced by many, especially housewives, the brand was repositioned as backache specialist. It gave a one- minute advertisement that “Aah Se Aaha Tak.” Today, Moov is one of the largest selling rubefacient brands in India and has been featuring in the 100 most trusted