MARKETING MANAGEMENT (PAZARLAMA YÖNETİMİ) - (İNGİLİZCE) Dersi Managing Marketing Organizations soru detayı:

CEVAP:

As a response to the fundamental changes, trends and forces in the current marketing environment (demographic changes, globalization, corporate social responsibility, etc.), the holistic marketing concept is the newest approach in the first years of 21st century. According to Kotler and Keller holistic approach can be defined as follows: “A holistic marketing concept is based on the development, design and implementation of marketing programs, processes and activities that recognize the breadth and interdependencies. Holistic marketing recognizes that ‘everything matters’ with marketing and that a broad, integrated perspective is necessary to attain the best solution.”