{"id":146,"date":"2018-10-31T03:57:35","date_gmt":"2018-10-31T03:57:35","guid":{"rendered":"http:\/\/mgmtp14.epgpbooks.inflibnet.ac.in\/?post_type=chapter&p=146"},"modified":"2018-10-31T04:48:37","modified_gmt":"2018-10-31T04:48:37","slug":"holistic-marketing-orientation-and-customer-value","status":"publish","type":"chapter","link":"https:\/\/ebooks.inflibnet.ac.in\/mgmtp14\/chapter\/holistic-marketing-orientation-and-customer-value\/","title":{"rendered":"Holistic Marketing Orientation and Customer Value"},"content":{"raw":"
\r\n\r\n\u00a0 \u00a0 LEARNING & INSTRUCTIONAL OBJECTIVES <\/strong>\r\n\r\nAt the end of this chapter, learner should be able to:<\/strong>\r\n
    \r\n \t
  1. Understand the importance of Holistic Marketing<\/li>\r\n \t
  2. Define Holistic Marketing<\/li>\r\n \t
  3. Define Customer Value<\/li>\r\n \t
  4. Know about components of Holistic Marketing<\/li>\r\n \t
  5. Understand the various holistic marketing orientation and customer value<\/li>\r\n \t
  6. Understand benefits of Holistic Marketing Concept<\/li>\r\n \t
  7. Gist \/ Summary of the Module<\/li>\r\n \t
  8. Review questions<\/li>\r\n<\/ol>\r\n\u00a0 \u00a0 1.\u00a0<\/strong>INTRODUCTION<\/strong>\r\n\r\n \r\n

    Holistic means wholeness. When wholeness i.e. everything from top to bottom or bottom to top, is thought about marketing of products or services is termed to be holistic. Holistic marketing is a new paradigm shift of marketing management and the series on concepts of marketing and it can be said as a marketing strategy which deems business as a complete and not as an entity with diverse parts.<\/p>\r\n\u00a0<\/strong>\r\n

    According to holistic marketing concept, even if a business is made of various departments, the departments have to come together to project a positive & united business image in the minds of the customer. Holistic marketing concept involves interconnected marketing activities to ensure that the customer is likely to purchase their product rather than competition.<\/p>\r\n\u00a0<\/strong>\r\n

    The Chief Marketing Technologist Scott Brinker explains that if one wants to evidence just how sweeping and fragmented \u201cMarketing\u201d is, try making a list of each and every marketing present out there. It starts\u00a0with search marketing, e-marketing, product marketing, viral marketing and the like. And these phenomena of 131 different types of marketing being able to look at the bigger picture of marketing and perceive the forest for the tree when making decisions about what type of marketing tactics one plans to follow for marketing. In short \u201cHolistic Marketing\u201d is to take everything into account that affects particular marketing strategy or tactics or plan or approach rather than to just look at it as <\/span>discipline. An organization possesses different departments like:<\/span><\/p>\r\n\r\n