Monday, February 6, 2012

The Holistic Marketing Concept - Concept Summary

Holistic marketing recognizes that there are many variables and activities related to these variable that matter in marketing and therefore a broad integrative perspective is often necessary.

Kotler and Keller highlighted four components of holistic marketing.

Relationship marketing

Integrated marketing

Internal marketing

Social responsibility marketing.

Marketing Management, 14th Edition, Philip Kotler - Book Information, Review, Concept and Chapter Summaries

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