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Holistic Marketing Essay

662 words - 3 pages

Kotler and Keller describe holistic marketing as acknowledging “that everything matters in marketing – and that a broad, integrated perspective is often necessary.” (Kotler and Keller, pg 18) In other words, this type of marketing is looking at more than the product or the customers. It looks at more than selling how prices and marketplaces. Holistic marketing blends all of these things along with non-traditional views such as environmental impact, ethics, community building, partner relationships, employees, internal communications and much more. MarketingProfs suggests that “For a truly holistic approach, you not only have to look at the whole picture but also involve the whole ...view middle of the document...

Integrated marketing is the combination of services with products. I work for Carrier Corporation which is part of United Technologies Corporation. UTC just combined our Air Conditioning with Fire and Security with Otis elevators. The owned all of the companies for years but now we are integrating in order to give the customer a one-stop-shop product and services experience.
The last is Relationship marketing. Customers are the most important portion of any good company. In order to understand the customer and get good feedback, marketing must find a way to manage that relationship and make adjustments to their products and services accordingly.
Include in your post “new marketing realities” related to major societal forces, and new consumer and company capabilities.
The “new marketing realities”, in my opinion, stem from the information age. The computer and all of the capacities that it offers has created a new marketing reality where customers want to know more about the products and companies that they are buying from.
Computers have created a smaller world where companies can communicate and organize in a global market instead of a...

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