So, wiki proposes the following as for Holistic marketing: http://wiki.answers.com/Q/What_is_Holistic_marketing_concept
Holistic paradigm seems to be more powerful tool than traditional common sense logic and traditional marketing planning.
First of all, let’s take from the point what is traditional marketing analysis in my mind. It is the process of dividing the complicated into small easier parts. As they say: “Divide et impera”, we strive for total understanding and control. It is not surprising. We tend to enjoy our life if we think we have total control over it.
Now let’s switch into holistic paradigm. Why it is different and what it has to offer for us. First of all, let’s mention that holistic approach requires changes. And those changes usually should start from us. We need to accept the reality in its ‘whole’. We should not seek to control the reality, but strive for cooperation and co-creativity with it. We can boost our creative thinking as a result of holistic approach.
There is something to think about, isn’t it?
What we should begin with?
First step, as I already mention is to give up with “total control” paradigm. We might get some feelings of misunderstanding and uncertainty though.
Oh, and this seems to be hard and maybe meaningless to you. Can you think of something in the past that was not actually a 100% outcome of your analysis? You might think of your intuition. Intuitive knowledge is a very important issue in business (50% of Fortune 500 companies’ tops said that) and it is a special peculiarity of holistic thinking.
Anyways, every marketer who was in charge of marketing planning and development of marketing strategies can say that even having excellent mind and analytical thinking we do understand only partly what’s going on on the market. What about rejecting the illusions and gaining brilliant and mysterious ability to find right decisions in a business chaos? I think we might need this skill in particular!
The paradigm of holistic marketing was described almost 15 years ago. Now it was underlined by Kotler that he thinks in favor of holistic marketing approach.
Holistic marketing supposes to use fully the social environment – the wider stakeholder environment – consumers, shareholders, employees, etc.
With this paradigm marketing is taking much bigger role – it is no longer a separate function, but leading force in the organization. Kotler adds that marketing should no longer divide market and organization into separate parts or plans, but consider it as whole.
If we are to consider marketing communications in this holistic paradigm: the content is unlimited to the world of consumers, customers, employees, organizations and this content is complex and diverse. But in the same time no division means we do not address our messages to our consumers’ needs and some generalized values directly, but to individuality of consumer, with its all complexity, richness and variety. Marketing is not seeking for “the consumer buttons”, but creating the conditions to cooperate and co-create with a consumer. Don’t you think now it is on the right track of all present developments like permission marketing, user customization, social online media, etc?
Holistic marketing is a special way of thinking at first, not a set of ready-to-go technologies and recipes.
Can you agree that evolution is smarter and more creative than us? J
Managers can approach innovation forces of evolution (instead of market forecasts).
Instead you can compose a “strategic ready-to-go portfolio of projects”. These projects tend to describe all range of possible situation change and development. And you don’t need to choose the best business plan, but to collect all range of possible business development plans. Company should ensure the creation of the processes that enable the variety of strategies and organize a clear market feedback that will actually demonstrate the most prospective experiments with those projects. Marketing plan as a part of business strategies should be also proven and chosen among the variety of marketing plans that proved themselves as effective in life (business).
Example: Microsoft – a number of internal competing business plans, and they show the evolutionary competitiveness on the market.
An interesting aspect of holistic approach that it proves that company cannot achieve the success only by extremely talented sales force, or product innovation, or by excellent advertising. Corporate success is actually a holistic state and a special ambience that is actually present in every its part and division. It is a success spirit.
Holistic paradigm says: do not stick to the particular model , do not search for the best easy recipe – see the world in its ‘whole’ complex, play with models, create your own recipes. Marketing should be funny and engaging for you – then it would become the same for the clients and other stakeholders (McKinsey&Co).
2 коментарі:
Interesting post.
For me marketing is, to put it crudely, both science and an art. It is art when it comes to strategy. And art when it comes to things such as creating brand story, connecting with customers at human level, and so on. That's why an holistic approach is crucial, i think ..
I enjoyed your article very much on holistic marketing. I am a trained marketer, but operate more on the intuitive than factual model. As such, I "see" changes and evolution in the marketplace that seem to elude many! It is hard to explain what I know to others. Any advice on how to gain the credibility of "knowing" on an Emotional Intelligence level?
Susan
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