The modern concept of marketing: a holistic approach. Holistic Marketing as a Modern Concept of Management Modern Marketing Development

Holistic Marketing is, in essence, a shift in emphasis from the product to the buyer and from the sale of goods to the consumer.

This trend has been manifesting itself for some time and is gradually increasing.

Such marketing requires the company to perform the following actions.

• Expand your understanding of the needs and lifestyles of your customers. The company should stop considering customers only as consumers of the goods it produces and try to find new ways to serve customers, taking into account their lifestyle.
• It is necessary to evaluate the contribution of each of the departments of the company in meeting the needs of the consumer.. The buyer is harmed when the product is delivered late or if it is damaged when invoices are issued incorrectly, the customer experiences poor service, or other slips occur. The goal of marketing is to make every employee of the company think first of all about the consumer and contribute to the confirmation of the brand's reputation.

Holistic, or holistic, (Greek holos - whole, whole) - an approach to marketing, in which all components of the process are considered as a whole, and not a collection of individual elements.

The impact of all company operations on all stakeholders - customers, employees, distributors, dealers and suppliers, and not just shareholders should be assessed. Any group of participants in the process who are not interested in the success of the whole business can disrupt plans and hinder the development of the company. Holistic marketing encourages the company to cooperate with all: employees of the company, suppliers, distributors - only by feeling like participants in a common cause, they will be able to provide target consumers with the highest value.

Holistic marketing is a step towards restructuring the entire structure of the company in order to put it into practice. concepts of cooperation between the consumer and the company which will eventually become driving force further development. Marketing cannot be effective if it is not holistic.

In the circle of marketers, the concept of holistic marketing is considered one of the newest and most unknown, so attention to all seekers of new products. Trying to capitalize on this trend can bring unexpectedly rich results for your website, online store, or social media accounts.

We define XM

The most accurate interpretation of holistic (in other words, holistic) marketing was given by Kevin Lane Keller. According to him, this is a concept that involves the creation, implementation and development of marketing programs, events and advertising campaigns, taking into account the relationship with the target audience. In philosophy and economics, holism is based on the application of a holistic approach, where something as a whole will always be greater than the sum of its individual parts.

Why was this concept so quickly praised? As planned, it was a response to fundamental changes in customer behavior and content marketing. Agree , demographic changes, the development of the Internet and wide access to information are just some of the factors affecting the consumer. Today is your the target audience no longer appreciate promotional offers type:

"Shock! This new drug will permanently stop snoring"

“Do you still wash by hand? Our machine will help"

“Do you want to know how to make a million while sitting at home?”

Consumers have become more demanding and less naive: they do not like manipulation, they do not accept psychological blackmail, and they do not give in to simple tricks.

As a result, the task of holistic marketing is to use any content marketing tools that will satisfy your client. They will make him satisfied with the purchase of a product or ordering a service, which means they are not aimed at the simplest imposition of unnecessary products on a person. Offering a hairbrush to a bald man seems silly, but for some reason, many entrepreneurs continue to do so, albeit in a figurative sense.

With the XM concept, it is important to use not one type of advertising, copywriting or other content, but several at once, combining them with each other. That is why in the circle of marketers it is believed that holistic marketing takes into account all aspects of a person: needs and desires, values ​​and beliefs, hobbies. That is, in fact, the concept is a synonym which aims to convey to target audience all brand values.

Benefits of Holistic Marketing:

1) Takes into account different target audience and its changes. Today it is not enough to know the gender, age, skin color and other demographic characteristics of your consumers. You need to keep abreast of their desires and needs, which are constantly changing.

2) Improves brand promotion. If you have a specific goal and experienced professionals to implement it, this is half the success.

3) Increases the efficiency of marketing efforts. Precise statement of the task, distribution of efforts and full involvement of the team minimize errors in promotion.

4) Strengthens positioning companies. Integrity in the development and positioning of the company accumulates all efforts for the set goals, not allowing to deviate from the intended path.

5) Unites the project team from the inside. Due to its integrity, this approach requires the participation of all team members from directors to ordinary performers. Therefore, such a positive joint work will be an excellent team building.

Most importantly, holistic marketing is able to simultaneously benefit the company in two directions: in promoting the market and developing internal corporate culture. As a result, with proper motivation, the employee will do the job for 5+, and high results will motivate him to try even harder.

What is holism in marketing?

This concept is multifaceted and therefore based on an integrated approach. Holistic marketing has 4 main components:

Item #1. Relationship Marketing

Target : to achieve strong and trusting relationships with the target audience, while the long-term and management of these same relationships are equally important.

Problem : a large number of potential and current customers that vary in multiple demographics.

Solution : to manage your audience, you need to take into account its needs, goals, desires and other features. In this case, you can not do without a preliminary study of potential and current customers, followed by segmentation into groups. Only after that you will understand that a significant part of the target audience only considers infographics or reads short posts, and flips through longreads only in traffic jams or the subway.

Therefore, start by analyzing the target audience, developing a portrait potential buyers with a list of their pains, desires and values. Next, you can engage in the cultivation of loyal customers, which will further strengthen the brand's place in the hearts of the target audience.

Item #2. Integrated Marketing

Target : to promote the company's product or service using different methods, which together ensure the achievement of the target result.

Problem : different forms of marketing and content can be poorly combined with each other, perhaps even contradict each other.

Solution : it is necessary to create corporate standards, strategy, general positioning, on the basis of which it will be possible to think over each advertising campaign. Let's say that first you deal with naming (come up with a name, a slogan, a unique selling proposition), and only after that you will develop a text for a landing page. Otherwise, you run the risk of creating something incongruous: the slogan in a playful style, the text in an official business style, and the CTA elements in a bold style. Just a marketing vinaigrette, which is unlikely to want to taste your the target audience.

The main thing to remember is that synergy rules work here, which means that all content elements together will bring much more results than individually. For example, one cool slogan might work, but if it's reinforced with a catchy design and clear - the effect will be much more powerful.

Item #3. Internal Marketing

Target : build quality relationships with your own employees to increase their motivation and engagement in work.

Problem : all team members are different and chasing various purposes but without passion for their work, they will never achieve the desired results.

Solution : Maximize team engagement. This process includes the development by employees of the key principles of the company, strengthening relationships within the team, team building, strengthening the value of each member. Those people who are directly involved in the creation, development and promotion of the product know much more about it than others. From top managers to employees of small departments, it is their contribution to marketing that will make the content more expert and advertising more targeted. But with zero interest of people, the result will be appropriate - at best, tend to zero.

Develop motivation within your team, because even high-end products and services cannot offset their passive attitude towards the brand, product, and customer. And involvement and even partial participation in the affairs of the brand will increase the pride of employees and motivate them to try harder.

Item #4. Effective Marketing

Target : achieve high results in sales of goods and services, development of a positive image and brand reputation.

Problem : if a company does not have a clear understanding of what objective results it expects from a specific advertising campaign and posting each new blog post, the result will never be achieved.

Solution : before setting a goal, the marketing department is obliged to draw up the desired goals for advertising, posting new content, creating social media profiles. For example, posting photos of dishes and promotional offers on a sushi bar's Instagram profile should increase sales by 10%. In this case, marketers and content specialists will receive a specific task for work that can be evaluated after the fact. And although no one can predict the result and give guarantees, but the exact goal will positively affect the work and its results.

One more a prime example situations - when, when ordering copywriting, you do not have an actual task or you do not fill out a brief. As a result, the performer will not have a clear understanding of the task, and you will not have objective criteria for evaluating the work.

How important is holistic marketing?

This question can only be answered by a company whose marketers have already tried this concept. But objectively, the approach has a number of advantages, which means it can significantly improve positioning brand and its popularity among the target audience.

Now we can summarize and collect the main truths of holistic marketing:

but) first of all, think about the consumer, the main values ​​\u200b\u200bof the client, put yourself in his place (as they say in such situations, “done as for yourself”);

b) apply different , promotion channels, ways of interaction with target audience;

in) always set objective goals so that you can build a route to achieve them.

These truths are quite simple and understandable, but in practice it turns out that many companies lack quite ordinary things to achieve the desired success. Perhaps holistic marketing will be that iconic tool that will help you achieve good sales and earn a good reputation as an expert among the target audience. You will find out after you try to implement this concept.

Holistic marketing is a relatively new direction in the development of management concepts, in which all attention is focused on the integrated elements of the firm's business interactions with customers, suppliers and intermediaries.

Holistic ideas have been known in the West for a long time, and the mysterious Eastern philosophy is traditionally considered to be their source. The first Western preacher of holistic thinking, Johann Wolfgang Goethe (poet and scientist), developed his own scientific method Anschauung, which is an interesting technique for holistic thinking. Unfortunately, only now, after 200 years, science is beginning to take an interest in the Anschauung idea.

The next notable milestone in the history of the holistic paradigm is the work of the German psychologist Max Wertheimer. At the beginning of the 20th century, he conducted experiments that proved that our perception does not collect the world from separate pieces, but perceives it as a whole, in a single way. And only then does logic enter the business, which analytically breaks everything into parts and reassembles the world. In our opinion, Max Wertheimer came closest to the secret of creative thinking, which today occupies so many. He showed that creative thinking is the result of a holistic view of things.

Then there was cybernetics, catastrophe theory and, finally, the theory of complex systems. Complexity science, as the theory of complex systems is called in the West, is developing rapidly. The holistic paradigm associated with it is increasingly penetrating many areas of knowledge - medicine, economics, politics. And everywhere it brings a new, holistic view of complex, albeit familiar things. Most marketing professionals, considering the evolution of management concepts, rely on five concepts identified in scientific papers F. Kotler, - production, commodity, marketing concepts, as well as the concepts of traditional and social and ethical marketing. Wherein long time it was believed that marketing is aimed more at promoting the product, and only since the thirties of the twentieth century has marketing lost its purely marketing function. With the formation and development of marketing, various scientists put forward their points of view on the evolution of its concepts.

The most relevant and taken as a basis by such scientists as L.A. Danchenok, G.L. Bagiev, A.P. Pankrukhin, V.I. Belyaev is an assumption about the occurrence modern marketing, which was substantiated by F. Kotler. According to F. Kotler, modern marketing was formed relatively recently in the USA, and that the evolution of management concepts through:

– improvement of production;

– product improvement;

– intensification of commercial efforts;

– integrated marketing;

– social and ethical marketing.

Consider each of the marketing management concepts.

1. The most widely used production improvement concept(I.L. Akulich, G.L. Bagiev). The manufacturing concept is one of the oldest in the business. In accordance with it, consumers prefer affordable and inexpensive products. The attention of management in companies focused on production is focused on achieving high production efficiency, reducing production costs and mass distribution of products. This approach is justified when supply exceeds demand or when the cost of producing one unit of product is so high that there is a need to reduce these costs through mass production.

2. In product improvement concepts or a commodity concept, quality is of paramount importance (F. Kotler, V.N. Eremina). The concept focuses on the fact that the consumer is ready to purchase a product if he has good quality and moderate price. Consumers are interested in such products, are aware of the availability of analogues and choose a product by comparing the quality and price of competitors' products. Achieving the desired result in terms of sales using this concept requires the manufacturer to spend little on marketing activities.

3.The concept of intensifying commercial efforts(sales concept) serves as the basis for intensifying activities in the field of sales and promotion (L.A. Danchenok). According to the marketing concept, consumers and businesses, by their very nature, will not voluntarily buy all of a company's products. Therefore, the company must conduct an aggressive sales policy and intensively market their products.

4.Concept of integrated marketing or the traditional marketing concept is a focus on consumers in conjunction with a set of specific measures to meet the needs of the market (G.L. Bagiev, T. Levitt). The concept of integrated marketing obliges enterprises to follow certain rules:

a) to produce what can be sold, and not to sell what can be produced;

b) love not your product, but your consumer;

c) satisfy needs, not sell goods;

d) study the needs of the market, and not their own production capacities;

e) link the goals, needs of customers and the resource capabilities of the enterprise;

e) adapt the enterprise to changes in consumer characteristics;

g) focus on the long term and consider the needs of buyers in a wide range.

5.The concept of social and ethical marketing comes down to the fact that the enterprise should seek to benefit for itself in such a way as not to cause any damage to society or nature by its actions (I.L. Akulich). The essence of the concept is to balance three components: the profit of the enterprise, the needs of customers and the interests of society.

The main modern socio-ethical marketing technologies that are implemented in the world within the framework of the definition of socio-ethical marketing, E.P. Golubkov highlights:

- promotion of a good deed;

- charity marketing;

– corporate social marketing;

– corporate philanthropy;

– community development and support;

– volunteer activities in the interests of society;

- environment protection.

Holistic Marketing- a concept that integrates all elements of the company's business interactions with customers, suppliers and intermediaries, which allows you to constantly expand your understanding of consumer needs, search for new ways of serving, taking into account the values ​​of the target audience, and also evaluate the contribution of each employee and company department to the implementation of the concept holistic marketing.

Bibliographic list

1. Kalieva O.M., Mikhailova O.P. Methods and methods for studying the marketing potential of an enterprise // Bulletin of the Orenburg state university. Orenburg, 2011. No. 13 (132). pp. 216−221.

2. Demchenko A., Sezonova O. Features of the concept of "holistic" marketing // Marketing. 2012. No. 1 (122). pp. 84−90.

Key words: concept, marketing, holistic marketing, market, management, tools, integrated, socially responsible, model.

Keywords: marketing, holistic marketing, market , management , tools, integrated, socially responsible model .

Annotation: This article is devoted to substantiating the need to use holistic marketing in enterprise management and in management at the regional level. The author identified and described in detail the main tools for managing the components of holistic marketing at the enterprise and regional holistic marketing.

Abstract: This article is dedicated to the justification of the need for a holistic management of enterprise marketing and management at the regional level. The author identified and described in detail the main components of a holistic marketing management tools at the enterprise and regional holistic marketing.

Holistic marketing is a relatively new direction in the development of management concepts, in which all attention is focused on the integrated elements of the firm's business interactions with customers, suppliers and intermediaries. This concept considers not a collection of individual elements, but all components as a whole. Holistic marketing is an attempt to balance the individual components and bring them together.

Holistic marketing can be considered from two approaches: holistic marketing at the enterprise and holistic marketing at the regional level.

Each of these approaches has its own characteristics and its own toolkit.

The concept of holistic marketing in an enterprise involves increasing production volumes and attracting customers and partners through holistic marketing programs and taking into account the interests of consumers, partners, society and company employees to the maximum.

The components of holistic marketing are shown in Figure 1.

Figure 1 - Components of holistic marketing

Each of the elements of this approach has its own tools to improve the efficiency of the company.

The objective of integrated marketing is to develop activities and compile a complete integrated marketing program to create, promote and deliver customer value. These events can be very diverse and are traditionally described as a marketing mix or a 4P system. J. McCarthy proposed to classify marketing tools in four areas: product (Product), price (Price), place (Place) and promotion (Promotion). [ 7 ]

The components of the marketing mix, from the point of view of the seller, are marketing tools with which he can influence buyers. From the buyer's point of view, the purpose of each marketing tool is to increase consumer benefit.

The 4P model is a traditional tool in the concept of integrated marketing. But there are other models in relation not only to goods, but also to services. M. Bitner suggested that in the service sector the traditional 4Rs are not enough and proposed to supplement this model with three additional Rs: personnel (People), process (Process) and physical evidence (Physical evidence).

In addition to the well-known traditional and extended models of integrated marketing, there are other models based on them. These models are presented in Table 1.

Table 1 - Marketing mix models

The development and implementation of any marketing event is carried out with an eye on the rest of the company's marketing activities. The company must have integrated demand management, resource management and partner network management systems.

Internal marketing is the provision of appropriate marketing principles to the enterprise by all employees of the organization. This element of holistic marketing is aimed at promoting and understanding ideas both within the enterprise as a whole and at the level of individual departments.

By analogy with traditional marketing and the 4P model, the internal marketing mix includes the following tools:

The work offered by the organization to the employee is an internal product. Staff satisfaction with an internal product (work) depends on how the consumer properties of this product correspond to the expectations of the staff.

Payment is the price of the domestic product. The definition of the price of the internal product is based on the fact that the benefits received by employees from work must be greater than this opportunity cost. In other words, the price of an internal product is determined by the degree of employee motivation.

Place (distribution) - a way to bring the internal product to its consumer (employee). On the one hand, this component is considered from the point of view of the effectiveness of the organizational structure. On the other hand, this is the correct distribution of employees within the organization. Including the convenience of the territorial location of the place of work for individual employees is also considered.

Promotion of an internal product is the formation of a corporate culture that contributes to meeting the needs of internal customers, the creation of a system of effective relationships between internal customers and internal suppliers, between internal clients and external clients, the development internal communications and other elements of internal PR. Thus, the internal marketing toolkit is:

• Product - The work offered by the organization to the employee;

  Price - Wages;

  A place - Organizational structure

  Promotion - Internal PR

Holistic marketing includes socially responsible marketing - understanding the ethical, environmental, legal and social context marketing activities and programs. Given the strategic focus of modern marketing, along with traditional analytical methods, when implementing the concept of social and ethical marketing, it is necessary to use multidimensional analysis methods: SPACE analysis, PEST analysis, ETOM analysis, QUEST analysis, SNW analysis, SWOT analysis, KPI- analysis.

Analytical methods of social and ethical marketing are presented in Figure 2.

Figure 2 - Traditional analytical methods

Multivariate analysis methods and their characteristics are presented in Table 4.

To ensure sustainable relations between the client and the company, relationship marketing tools are directed: common product development with the consumer, special types of service, quality assurance, individual and technical requirements, price differentiation, discount systems, bonuses regular customers, direct deliveries, catalogues, personal contacts, special promotions, special offers, phone " hot line", event marketing, customer clubs new media and communication tools.

The tools of holistic marketing at the firm level were considered, which includes four components: relationship marketing, integrated marketing, intra-company marketing and socially responsible marketing. When projecting onto the region, a revision is necessary key elements holistic marketing.

The elements of holistic regional marketing are shown in Figure 5.

Figure 5 - The structure of holistic marketing in regional government

Territory marketing is the most important volumetric component of holistic regional marketing. In its composition, elements can be distinguished inside that are aimed at increasing the attractiveness of the regional market: image marketing and attractiveness marketing.

Territory Marketing Tools: SWOT Analysis, Analysis and Choice target markets and positioning (determining current and desired positions) of territories.

SWOT-analysis involves, as a result of its application, the creation of a matrix for analyzing the conditions of the system's life. On its base is given comprehensive assessment the current state of the territory, its competitiveness.

The method of analysis, selection of target markets and positioning of the territory involves:

Figure 6 - Stages of analysis, selection and positioning

The main goal of socially responsible marketing is, first of all, to improve the quality of life of the population of the region. As in the holistic marketing of an enterprise, the main tools for socially responsible marketing of the region are SWOT - analysis, SNW analysis, SPACE - analysis, as well as PEST analysis.

Innovation marketing is the most relevant component of the holistic marketing of the region. The tools of this element of holistic marketing include benchmarking, Internet marketing, conceptual modeling of the development of territories, and ABC analysis of the region's resource opportunities.

Benchmarking involves the process of comparing the activities of the territory with the best companies in the region and in the industry, with the subsequent implementation of changes to achieve and maintain competitiveness.

Internet marketing is currently the most ambitious tool that allows you to strengthen your own position in the market. Internet technologies allow companies to provide not only general information about the socio-economic situation of the city and its infrastructure features, its geographical location and the specifics of the entire region, but also, using various information visualization tools, to clearly justify the advantages of certain business solutions.

Conceptual modeling involves an assessment of the level of socio-economic development at the moment in order to predict and form a development strategy for the future.

ABC-analysis of the resource potential of the region allows to classify the resources of the region according to their degree of importance.

Infrastructure marketing is the most important and, in the long term, the most stabilizing element of the region's marketing, since the infrastructure itself is its supporting frame and foundation at the same time. The main tools of this component of holistic marketing are SWOT, ABC, PEST - analyzes.

In this way, modern approach to develop management decisions taking into account and using holistic marketing tools creates the basis for the adoption effective solutions and development of programs in the field of marketing both at the regional and corporate levels.

Bibliographic list:

Akulich, I.L. Marketing / I.L. Akulich. - Minsk: Higher School, 2008. - 447 p. – ISBN 985-06-0770-X.

Bagiev, G.L. Marketing / G.L. Bagiev. – M.: Economics, 2010. – 718 p. – ISBN 5-282-02101-3.

Golubkov, E.P. Fundamentals of Marketing / E.P. Golubkov. – M.: Finpress, 2009. – 656 p. – ISBN 5-8001-0018-7.

Kalieva, O.M. The role of the concept of holistic marketing in the formation of the regional food market / O.M. Kalieva, A.S. Stepanov, O.V. Frolova // Theory and practice of social development. - 2013. - No. 5. - P. 62 - 69.

Kalieva O.M., Mikhailova O.P. Methods and methods of researching the marketing potential of an enterprise // Bulletin of the Orenburg State University. Orenburg, 2011. No. 13 (132). pp. 216−221.

Modern concept marketing lies in the fact that all the activities of the enterprise (scientific and technical, industrial, marketing, etc.) are based on knowledge of consumer demand and its changes in the future. Moreover, one of the tasks of marketing is to identify unsatisfied customer requests in order to orient production to meet these requests. Marketing means developing, producing and marketing something for which there is really a consumer demand. The marketing system puts the production of goods in a functional dependence on requests and requires the production of goods in the assortment and volume required by the consumer. When implementing the concept of marketing, the emphasis on making economic decisions is shifted from the production links of the enterprise to the links that feel the pulse of the market. The marketing service is a think tank, a source of information and recommendations not only for the market, but also for the production, scientific, technical and financial policy of the enterprise. Here, on the basis of a thorough analysis of the state and dynamics of demand and business conditions, the question of the necessity, prospects, and profitability of the production of a particular product is decided.

The modern concept of marketing involves a holistic, integrated approach to all issues marketing activities enterprises. That is why, according to a number of domestic foreign experts, the modern marketing concept is the quintessence of social and ethical marketing, relationship marketing and some other approaches.

The concept of holistic marketing proposed by F. Kotler can be adapted, for example, for the banking sector. Let's represent it schematically. Figure 3 shows a holistic marketing model for a commercial bank.

Fig.3.

The concept of holistic (holistic) marketing is based on the planning, development and implementation of marketing programs, processes and activities, taking into account their breadth and interdependence.

Holistic marketing recognizes that everything is important in marketing and, as often happens, an extended, integrated approach is needed.

The concept of holistic marketing proposed by F. Kotler and including the planning, development and implementation of marketing programs, processes and activities, taking into account their breadth and interdependence, is now gaining more and more popularity.

The concept of holistic marketing includes four categories of marketing: internal, integrated, socially responsible and relationship marketing. Holistic marketing provides results, not the illusion of understanding and control.

Thus, holistic marketing is an approach that attempts to recognize and balance the various competencies and complexities of marketing activities.

On the communications spectrum, holistic marketing occupies the higher levels. Holistic marketing does not limit the content of communications either to individual details and characteristics of a product or service, or even to some complexes of ideas. The content of communications becomes the whole world in which the business lives, including the personalities of managers and employees. Holistic marketing communicates this world to customers in its complexity, richness and diversity. On the other hand, in holistic marketing, we turn our communications not to individual human needs or even to some generalized values, but to the unified personality of the client in its complexity, richness and individuality. We do not try to look for points of control over the consumer, we do not seek to find his "button", but we create conditions for cooperation and co-creation with him.

Holistic marketing is primarily a special, holistic way of thinking, and not a set of specific recipes and technologies. Any business can use its powerful and yet little explored potential, but for this you need to learn how to act, not trying to understand and control everything around. It's not easy, but don't be scared. Even the transition from classic 4P marketing to branding requires a major rethink: you can't understand branding without shifting the focus from your office to the consumer's head.

Holistic marketing simply takes it one step further by offering to take both into account. Holistic marketing is hard to understand, but that doesn't stop it from being used successfully.