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Holistic MarketingA Whole Business Strategy
Holistic Marketing:Diagram-
Holistic Marketin
g
Internal Marketing
Integrated Marketing
Socially Responsib
le Marketing
Relationship
Marketing
MarketingManagementOther Departments
Communications Products & ServicesChannels
EthicsEnvironmentLegalCommunity
CustomersChannelsPartners
Compiled by author from source: slideshare.net
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
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
CustomersEmployees 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
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
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
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
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
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
Holistic Marketing:Case in Point-
Starbucks Introduced America to The Rich Sensory Experience of Coffee
Gave Comprehensive
Health Care to all its Employees,
Even TempsOffers “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
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
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
Contact Us for the Full Presentation:
Mediacontact USA Inc.13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112E: contact@mcusa.co
www.mediacontactusa.com
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.easy.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
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/
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