Holistic Marketing

It illustrates how interaction between relevant actors (customers, company, and collaborators) and value-based activities (value exploration, value creation, and value delivery) helps to create, maintain, and renew customer value.

Marketers need to: identify new customer benefits from the customer's view; utilise core competencies from its business domain; and select and manage business partners from its collaborative networks.

To craft new customer benefits, marketers must understand what the customer thinks about, wants, does, and worries about. Marketers must also observe who customers admire, who they interact with, and who influences them.

Business realignment may be necessary to maximise core competencies. It involves three steps:
(i) (re)defining the business concept (the "big idea");
(ii) (re)shaping the busi—ness scope (the lines of business); and
(iii) (re)positioning the company's brand identity (how customers should see the company).
(c) Value delivery - How can a company use its capabilities and infrastructure to deliver the new value offerings more efficiently?

Delivering value often means substantial investment in infrastructure and capabilities. The company must become proficient at customer relationship management, internal resource management, and business partnership management.

Customer relationship management allows the company to discover who its customers are, how they behave, and what they need or want. It also enables the company to respond appropriately, coherently, and quickly to different customer opportunities.

To respond effectively, the company requires internal resource management to integrate major business processes (e.g., order processing, general ledger, payroll, and production) within a single family of software modules.

Finally, business partnership management allows the company to handle complex relationships with its trading partners to source, process, and deliver products.

Ways companies restructure business & marketing practices today ;-
1. Reengineering
2. Outsourcing
3. Benchmarking
4. Supplier partnering
5. Customer partnering
6. Merging
7. Globalizing
8. Flattening
9. Focusing
10. Accelerating
11. Empowering