Holistic marketing 5 everything matters in marketing

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Holistic Marketing [5] Everything matters in marketing 21st century The holistic marketing concept looks at marketing as a complex activity and acknowledges that everything matters in marketing - and that a broad and integrated perspective is necessary in developing, designing and implementing marketing programs and activities. The four components that characterize holistic marketing are relationship marketing, internal marketing, integrated marketing, and socially responsive marketing. Market segmentation and positioning have increased the divergence of society, further segregating and preventing a holistic population. Holistic Marketing helps converge the segments in an approach to improve the entire market through social responsibility and convergence. Holistic marketing disengages the political marketing activities of
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"divide and conquer", or market segmentation. Contemporary approaches [ edit ] Recent approaches in marketing include relationship marketing which focuses on the consumer, business marketing or industrial marketing which focuses on an organisation or institution and social marketing with focus on benefits to society. [6] Newer forms of marketing also use the internet and are therefore called internet marketing or more generally e-marketing, online marketing, 'digital marketing', search engine marketing , or 'desktop advertising'. It attempts to perfect the segmentation strategy used in traditional marketing. It targets its audience more precisely, and is sometimes called personalized marketing or one-to-one or marketing. 'Direct marketing' is used by those organisations, such as insurance services and health clubs, that have a defined customer or membership base they wish to develop strong, on-going relationships with via personalised communications – traditionally through 'direct mail' (postal) communications and more recently, via e-mail. Additionally, direct marketing will employ broadcast mechanisms such as press, print or television campaigns with a strong call to action to attract new customers or members. Internet marketing is sometimes considered to be broad in scope, because it not only refers to marketing on the internet, but also includes marketing done via e-mail, wireless media as well as driving audiences from traditional marketing methods like radio and billboard to internet properties or a landing page . Orientation Profit driver Western European timeframe Description Relationship marketing / Relationship management [6] Building and keeping good customer relations 1960s to present day Emphasis is placed on the whole relationship between suppliers and customers. The aim is to provide the best possible customer service and build customer loyalty. Business marketing / Industrial marketing Building and keeping relationships between organizations 1980s to present day In this context, marketing takes place between businesses or organizations . The product focus lies on industrial goods or capital goods rather than consumer products or end products.
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