This document discusses concepts for managing a holistic marketing organization long-term, including internal marketing, integrated marketing, relationship marketing, and social responsible marketing. Internal marketing focuses on maintaining harmony between marketing functions. Integrated marketing ensures different modes work together to create a seamless customer experience. Relationship marketing is about building long-lasting relationships with customers and partners. Social responsible marketing resonates with social and environmental values. The holistic marketing concept recognizes the interdependencies between all marketing programs, processes, and activities.

1. CHAPTER 22
Managing a Holistic Marketing
Organization for the Long Run

2. Holistic Marketing Concepts
“The Holistic Marketing Concept is based on the development, design
and implementation of marketing programs, processes and activities that
recognizes their breadth and inter-dependencies.”
-Philip Kotler

3. Holistic
Marketing
Organization
Internal
Marketing
Integrated
Marketing
Relationship
Marketing
Social
Responsible
Marketing

4. Internal Marketing
Internalmarketingisalsoabout maintainingharmony and co-ordination amongvariousmarketing
functionsand activitieswithintheorganization.
FUNCTIONAL ORGANIZATION
• An organizational structure that consists Managers that functions
according to their expertise or performance achievement.

5. Internal Marketing
CEO
Sales Director
Customer
Development
Trade
Marketing
Customer &
Field
Activations
Group
Marketing
Director
Group Product
Manager
Brand Manager

6. Internal Marketing
RELATIONSHIP WITH CROSS-FUNCTIONAL TEAMS
• Teams from different departments in an organization who are
mutually accountable to a common set of performance goals

7. Internal Marketing
Customer
Activations
Group
Packaging /
Engineering
Brand
Marketing
Trade
Marketing
Quality
Assurance
Supply
Chain
Regulatory
Affairs
Procurement

8. Integrated Marketing
Different modes work together to create a seamless experience for
the customer and are presented with a similar tone and style that
reinforces the brand’s core message.
OUTPUT
ATL/BTL
Social
Media
PR

9. Integrated Marketing
ADVERTISING
PUBLIC
RELATIONS
SALES
PROMOTIONDIRECT SALES
SOCIAL MEDIA

10. Relationship Marketing
Company
- Shelf
Management
-
Promotional
initiatives
- Deeper
corporate
partnerships
Partner &
Customer
-
Prioritization
for trade &
consumer
initiatives
- Larger shelf
space
Managing trust and long-term
relationships with larger
customers.
•Building long-lasting relationships with various
parties connected to a business including the
customers, employees, suppliers, financial
institutions, regulatory bodies, competitive firms
and the society in general.

11. Relationship Marketing
…there is a need to manage the two most expensive
assets of the retailer:
Product Inventory and Shelf Space
The Solution…

12. Social Responsible Marketing
Resonates with employees’ and customers’ definition of a socially
responsible lifestyle.
Assumes a share of social support activities and environmental
impact awareness.

13. Social Responsible Marketing
GIVING
VOLUNTEERING
SERVING
SHARING
CARING
DONATING

14. REMEMBER THIS!
Jigsaw puzzle = Holistic Marketing
A concept that appreciates the
interdependencies of the processes
and activities involved in a Marketing
program.

15. REMEMBER THIS!
Watch Mechanism = Internal Marketing
A concept that is concern in maintaining
harmony and co-ordination within the
Marketing organization.

16. REMEMBER THIS!
Tree = Relationship Marketing
Maintains a long lasting relationship
with all the parties connected to the
business.

17. REMEMBER THIS!
House = Integrated Marketing
presented with a similar tone and style
that reinforces the brand’s core message.

18. REMEMBER THIS!
Captain Planet = Responsible Marketing
Assumes a share of social support activities and
environmental impact awareness.

19. REMEMBER THIS!
Holistic Marketing Organization in the long run.

20. THANK YOU!
Anne Hilario