the holistic marketing approach

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


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


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


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: [email protected]

www.mediacontactusa.com

mailto:[email protected]

http://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/