WHY I WOULD RECOMMEND HOLISTIC MARKETING TO CORNETTO

A marketer should realise that holistic marketing recognizes that ‘everything matters’ with marketing and that a broad, integrated perspective is necessary to attain the best solution. Four main components of holistic marketing are: relationship marketing, integrated marketing,  internal marketing, and socially responsible marketing.

This approach takes into consideration all the various stakeholders of a business including the customers, employees, suppliers, shareholders, the community and the environment also. Any marketing decision is taken considering the perceived impact on the stakeholders.

The marketers today need to assure that any decisions made by them do not contradict the decisions made by any other department in the organization. It is only when the resources of the entire organization move towards a common objective; the firms can expect to survive in the current hyper-competitive marketplace. 

Marketers today look at the four components of holistic marketing, before making any decisions, these include:

  1.      Internal Marketing – the Marketer and Sales team would indulge in activities which involve senior management. Their main objective would be to embrace marketing strategies, seeking active participation of the whole team.

2.       Performance Marketing – Marketers in this approach analyses the financial implications of marketing strategies and their impacts on the ethical and social environments.

3.       Integrated Marketing – The marketer’s main focus is to create, communicate and deliver value.

4.       Relationship Marketing – It is very important for the marketers and sales team to maintain rich relationships with customers, channel partners and marketing partners, as these are the people who ultimately determines the fate of the  product, brand and the company image.