Holistic marketing

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Holistic marketing
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Holistic marketing is a marketing strategy that considers every demarch important and crucial in reaching the company's goal. It means focusing both on external cooperations and also on internal relationship inside the organization[1].

History of holistic marketing

Holistic marketing is in fact an evolution of a traditional marketing concept that was firstly mentioned in the 1950s. At the beginning of 21st century the strategy from fifty years ago seemed to be a little outdated and in need of some upgrades that will allow it to be more successful and to bring better results. Because of that, many experts and professors started to look into the theory of marketing and then during the first decade of 21st century holistic marketing started to be talked about[2].

Four components of holistic marketing

Holistic marketing considers every aspect of marketing action is essential for company's success. It recognizes four main components that creat it[3]:

Focusing on the 'inside' of the organization, internal marketing refers to planning and executing activities that ensure creation and improvement of information exchange processes between the coworkers in the company. It makes sure that there are exchanges all throughout the structures: from management to the workers, from the board to the departments, between and inside the departments, etc. Holistic marketing believes that this will cause every employee to be motivated and care even more for the success of all of the company's projects.

  • Integrated marketing

Integrated marketing (IMC) is the aspect that makes sure all of the actions that company takes are sending the same, unified and unique message. Whether it is a loyal customer or a potential client, the message he receives from the organization must be consistent, because the sudden change could be distracting and, in effect, scare people off. It takes advertising, sales promotion, public relations, direct marketing, and social media, all of them with their methods, strategies, tactics and channels, and creates one, big unified tool for the company.

  • External marketing

When internal processes connected with marketing are ready, the company then focuses on external marketing - commmunication with the customers. It doesn't only consist of advertising, but also personal selling (one-to-one communication with the client, usually by the paid representative of the company), sales promotion with all the activities that are meant to get the response from the customer as fast as possible. Another aspects of external marketing include PR activities, sponsorships, social media, digital and direct marketing (texts, e-mail marketing, social media platforms - all of the ways company uses for contactin the client directly.

  • Relationship marketing

Relationship marketing is focused on creating a special bond with the client, even if his input in company's success is minimal. Company is aware that it cannot exist without its clients, so this is why these relationships are one of the most cared for. The main goal of relationship marketing is maintaining such a bond that will profit the company itself, but also the stakeholders.


  1. Cătălin C. M., Andreea P., Adina C.(2014) "A holistic approach on internal marketing implementation", "Business Management Dynamics", Vol. 3
  2. Dončić D., Perić N., Prodanović R. (2015) Holistic marketing in the function of competitiveness of the apple producers in Bosnia and Herzegovina "Economics of Agriculture" vol. 2
  3. Mahajan P. T., Golahit S. B.(2017) "Downcast Enrollments: A Desperate Need of Holistic Marketing for Technical Education" "International Journal of Management and Humanities", Volume 3


Author: Olga Muryn