Charissa, Introduction The holistic marketing concept is made up of ‘four broad components; integrated marketing, performance marketing, relationship marketing and internal marketing’. (Kotler and Keller, 2012). Holistic marketing is a great concept because it ties together all components of marketing and the business. It recognizes the interdependencies and links the whole business together in a unified goal taking all stakeholders, customers and employees into account to present the best possible solutions/strategies. Holistic marketing recognizes that ‘everything matters’ and there are many ‘interdependencies’ to launch successful marketing programs in an every changing environment. (Kotler and Keller, 2012) Professional experience/An organisation The organisation I am looking at is Farah Experiences, it is a management company and corporate function for Ferrari World Abu Dhabi, Yas Water world. It provides sales, marketing, finance, IT, HR and legal services to the business entities. It is a good candidate for the holistic marketing concept as there are many stakeholders and having an integrated approach would make significant impact. Today marketing is somewhat silo’d from the rest of the organisation and very often places a burden on all the other departments with limited communication and emergency changes. There are however some good points. Internal communication is starting to improve, customer centricity is at the forefront of their minds and there are many initiatives and platforms for the customers to give us feedback and help new product development. There are isolated projects for launching marketing programs that have cross functional teams with members from IT, HR, Finance, Sales, Strategy, Guest Services and even our customer (ecommerce project for B2B customers). On the other hand there are case of new promotions being launched and guests arrive at the parks and the items are not in the system for sale and guest services have to scramble to try and manage the customer experience and recovery. From a performance marketing perspective financial monitoring and control is applied for managing Cost and Guest satisfaction results are reviewed as far as new product performance is concerned and existing. From a relationship marketing perspective communication with our customer is very important to the organisation and B2B clients are managed by dedicated account managers who focus on creating customsied packages and maintain relationships based on trust. B2C customers are communicated to through a variety of channels, mass advertising, customized CRM blasts sometimes for individuals and sometimes for specific segments and of course social media platforms are very active. From a CSR perspective we have limited initiatives but there are some, we partner with ‘make a wish foundation’, there are internal initiatives for assisting tsunami victims or other natural disaster victims, as we have 68 different nationalities on payroll so it is quite often that somebody is impacted by a world issue and the company tries to assist with various programs. There is a focus on power saving too but the motivation is less for the environment than for cost savings. What changes would make a difference The weakest area is the relationship between the internal departments. This has been a turbulent time for the company with redundancies and cost cutting initiatives brought on by the low oil price in an oil-producing region. It has led to very negative internal politics and a lack of trust amongst the departments and quite frankly questionable ethics amongst key players. I would propose a committee of senior leadership to be part of the strategy workshops and focus on internal communication and the importance of each department in delivering marketing programs and to educate the teams on how codependent we actually are. Another challenge is we are very ‘vertical organisation’ and this doesn’t lead to agility and empowered motivated staff. The organisation should look to changing its structure to a more ‘horizontal structure to improve communication and synergies internally. I would also propose a review of systems and processes to support this as the company already has many tools in place to facilitate this. A review of ‘new four P’s’ associated with the holistic marketing concept would support this; “people, process, programs and performance”(Kotler and Keller, 2012). “An aligned team gets more done”(Boehle, 2014) From a social responsibility perspective I think the impact on the enviroment should move to the forefront and the approach of ‘taking out your cheque book’ (Levick, 2012) should be retired as it is vital to sustainability of the organisation and it should become part of the companies DNA. In conclusion, the holistic marketing concept enables you to look at your business with a broad global view and as such ensures a complete integrated strategy to marketing, taking all interdependencies into account and ‘creating synergies’.(Boehle, 2014). It ensures the whole business is working together in the same direction to deliver the vision. References Internal Kotler, P. & Keller, K.L. (2011) Framework for marketing management, 5th edition. Upper Saddle River, NJ: Pearson Prentice Hall External Boehle,S.(2014) 5 Benefits of Holisitic Marketing [online] Accessed from (Accessed on the 22 July 2017) Levick, R.(2012) Corporate Social Responsibility for Profit. ‘Forbes’[online] Accessed from (Accessed on the 17 July 2017)

    Dear Charissa,

    As ordinary, your discourse support is very insightful and takes voice of guide holistic marketing components. The holistic components comprising of enterprise marketing, integrated marketing, inside marketing, and connection incline to soothe a well-rounded bearing to emend customer benefits, lofty productivity, and nurture of lofty virtue (Boehle, 2014). In diverge, this is spring to emend customer benefits culminating into customer fealty and disgrace creation ce the companies. The holistic marketing bearing is a strategic existence that facilitates companies to augment their marketing plans by incorporating integral the guide branchs and ensuring able coordination (Kotler & Keller, 2012). Among the guide branchs conceive finance, important government, genesis government, cosmical instrument, marketing branch, etc., can ablely regulate instrument to secure they strain the calculated auditory and educe the suitable products ce their customers.

    Additionally, your discourse provides some of the aspects that organizations deliberate in befitting Customer Knowledge Government. The CES is a critical existence that can product efficiently with the holistic marketing by providing and utilizing the siloed axioms to accommodate their clients amend (Levick, 2012). As technology is guide to the marketing strategies, there exists a immense pool of counsel through online channels that organizations can economize to impart, portion-out, and diversify ideas with their clients to emend offer. Also, filtering online counsel and sorting it quenched brings a pregnant customer knowledge pertaining their preferences and comments on benefits. This culminates into the utilization of a 360-degree customer knowledge bearing to emend benefit offer.

    The over entails some of the guide aspects that would be thoughtful to be incorporated by organizations to emend their marketing strategies. In diverge, determine customer knowledge atonement is the guide to a lucky marketing manoeuvre implementation rule.


    Inside Sources

    Kotler, P. & Keller, K.L. (2012) Frameproduct ce marketing government, 5th edition. Upper Saddle River, NJ: Pearson Prentice Hall.

    External Sources

    Boehle, S. (2014). 5 Benefits of Holistic Marketing. Retrieved from [Accessed on 24th July 2017].

    Levick, R. (2012). Corporate Social Responsibility ce Profit. Retrieved from ‘Forbes’ [online] [Accessed on the 17 July 2017].