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Wednesday, November 22, 2017

Holistic Marketing

"'Holistic Marketing' - This new paradigm combines the best of traditional marketing with new digital capabilities to build long-term, mutually satisfying relationships and co-prosperity among all key stakeholders.

"Any major economic boom is overcapacity in most of the world's industries. Customers are scarce, not products. Demand, not supply, is the problem. Overcapacity leads to hyper-competition, too many goods chasing too few customers. And most goods and services lack differentiation. The result: dog-eat-dog pricing and mounting business failures.

"Whereas previously the company has been the hunter searching for customers; now the consumer has become the hunter. The consumer informs the company of his specific requirements, proposes the price he will pay, establishes how he wants to receive the goods, and decides whether he will give permission to receive company information and advertising.

Philip Kotler, Dipak C. Jain, Suvit Maesincee
Marketing Moves: A New Approach to Profits, Growth, and Renewal. Boston: Harvard Business School Press, 2002.